Just as people can be charismatic and achieve charismatic followership, so can products and brands. Achieving a charismatic brand has some clear advantages, but as a strategic choice, it can be very dangerous due to the volatile nature of charismatic followership.
LÆS MERE
I was thirteen and convinced that I would transform into a preppy East coast college girl if I just got that classic white Marco Polo blouse. Buying that blouse might not have changed my life but it was the first time I was truly seduced by a fashion campaign.
LÆS MERE
A study of Denmark’s 98 municipality websites and the 98 largest corporate websites* shows that municipalities are doing a better job than private companies in terms of offering responsive websites that fit the growing user needs for mobile browsing.
LÆS MERE
What are the brands you patronize and continually purchase? I’ll bet they are brands you respect and trust. Creative advertisements can get your attention, but if the brand generates unsubstantiated claims, their trust is lost.
LÆS MERE
When you talk about a good story, you are actually talking about “narrative desire”. The story created a desire in you – and then it satisfied that desire. You want to know more about the characters in the story – and you want to know what happened next.
LÆS MERE
The digitalisation of the buying process and customer experience has fundamentally changed how companies see their brand. Some pundits state that brands are now formed and owned by customers.
LÆS MERE
With an ever-increasing number of platforms and channels for companies to showcase and demonstrate their achievements, the need for a clear and concise storytelling strategy is absolutely crucial if you want your audience to stick around.
LÆS MERE
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