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Branding to Create Desire

Posted by on Feb 21, 2013 in Needs Marketing | 0 comments

Branding to Create Desire

  Branders instinctively understand the difference between something people want and something they need.  People will pay more and go out of their way to get something they want.  But why? What’s behind the desire? Needs.  Of a very different kind.  Imagine you’re the customer for a moment and your vacuum breaks down. If you have carpeting you might decide you “need” a new one.  That’s a functional need.  You have a problem – dirty carpets – that a new vacuum can solve nicely.  You may not particularly want one, but because...

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Positioning: Unpack Your Jargon to Discover Brand Value

Posted by on Nov 27, 2012 in Brand Positioning | 0 comments

Positioning:  Unpack Your Jargon to Discover Brand Value

  Every industry has a guilty pleasure:  jargon. Jargon is useful.   It’s shorthand for communicating complex ideas.  It acts as a code to let others know you’re an insider.  And it’s handy for obfuscating.  Use a few choice buzzwords and you can skirt right around any messy details in a presentation. The problem is that jargon and tech speak, like overstuffed suitcases, can also hide your brand value. At Loop, we encourage clients to unpack their jargon.  Even simple, everyday words are challenged.  Local.  Fresh.  Innovative.  What do...

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The Power of Empathy

Posted by on Nov 14, 2012 in Needs Marketing | 0 comments

The Power of Empathy

Good branding depends in part on strong empathy skills.  Creating more engagement and loyalty with your customers means first understanding their needs. For the purpose of marketing, and really, for the purpose of being more human, let’s define empathy this way: The ability to suspend judgment and temporarily see through the eyes of another in order to better understand their choices. The key is suspending judgment.  Notice that this definition doesn’t require you to agree with your customer’s choices.  It doesn’t require you to condone her...

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Social Media: Rich’s True Story

Posted by on Nov 14, 2012 in Social Media, Video | 0 comments

Social Media: Rich’s True Story

What do you do when a deep strain of geekiness runs through your brand?  You exploit it.  Especially when truth is not only stranger than fiction, but more endearing. Check out the True Story for KING 5 Meteorologist Rich Marriott.    

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Social Media: Tracy’s True Story

Posted by on Nov 14, 2012 in Social Media, Video | 0 comments

Social Media: Tracy’s True Story

Nearly every serious anchor has a story about sleeping at the station during a storm or big breaking news story.  KING 5’s Morning Traffic anchor, Tracy Taylor, is no exception.  But it’s her dedication and commitment without a crisis that marks Tracy as a true road warrior.  

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Social Media: Mark’s True Story

Posted by on Nov 14, 2012 in Social Media, Video | 0 comments

Social Media: Mark’s True Story

Everybody loves a home town boy, but a farm boy is even more irresistible – especially when he’s your clean-cut, button-down morning news anchor.   Get the dirt on KING 5’s Mark Wright.      

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What Business Are You In? Part 1

Posted by on Nov 13, 2012 in Brand Positioning, Video | 0 comments

What Business Are You In?  Part 1

[flowplayer src=’http://loop-brands.s3.amazonaws.com/Loop%20What%20Business%20Are%20You%20In%202.flv’ width=550 height=335 splash=’http://loopmovingbrands.com/wp-content/uploads/2012/11/What-Business-Are-You-In-Splash-2-e1353045306553.jpg’ controlbar=show autoplay=false] It’s a simple question with profound implications for your brand.    

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