From the course: Agile Rebranding
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Drawing customers in vs. getting them to stay
From the course: Agile Rebranding
Drawing customers in vs. getting them to stay
- Being agile about rebranding means repeatedly checking yourself and asking whether there's room for a more nuanced way to delight your customers. For example, when you walk by J.Crew, you'll see a rainbow assortment of colorful T-shirts on the front table. There's bright coral, lemon yellow, vibrant blue, so you decide to go in and take a look. But most of the time, you'll walk out with a shirt that's gray, white, black, or navy. The folks at corporate HQ know this. As an analyst at Gap Inc., it used to be my job to make sure that inventory levels reflected what customers actually bought, not what they thought they wanted to buy. This is a great analogy that applies to branding, especially for complex or technical products. When you talk about your brand, you might feel the urge to give a detailed, technical, comprehensive description of your product right off the bat. After all, you're probably doing something…
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