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Posted by on Oct 24, 2009 in Leadership | 0 comments

Making Brands Tangible

How to Create Impact with Your Customers Dan and Chip Heath, authors of the book, Made to Stick wrote an interesting post about moving beyond sentiment to the real thing. They tapped into a rising trend in branding that speaks to not only sentiment but action. It’s about what can we do for you, not just how can we make you feel; it’s about making your brand tangible. To get you thinking about making it real, consider purchasing a car. You’ve seen the commercials, talked with friends and you have several cars you’re excited about. It is only when you step into the car and start driving do you know whether you can see yourself buying it. The same is true for brands–make the experience tangible by putting your customer in the drivers seat. Through cause-related initiatives, brands can make a real-world connection between consumer and brand. For instance, Tide has Loads of Hope–a program that assists families affected by disasters. The Heath brothers suggest ways brands can turn...

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