In the CEO Afterlife

APRIL 1, 2012

Monster entered the market after Red Bull, discounted their product, proliferated the hell out of the brand, and committed a boatload of sins that would give marketing pundits Al Reis and Jack Trout migraine headaches. A market did not exist for his brainchild; Mateschitz believed he could create one.

Trout 249

Trout Reis Sports Brand 249

Harvard Business Review

NOVEMBER 1, 2016

CQ tries to assess what draws customers to certain brands, like REI, Wegmans, Dove, and Marriott. It describes and measures five attributes that consumers value in a brand: openness, relevance, empathy, experience, and emotion. Take REI, for example. A bold move, and it paid off: At the end of 2015 REI reported a 9.3%

Brand 8

Brand Reis Loyalty Bottom-up 8

Harvard Business Review

FEBRUARY 3, 2015

Using data and analytics as a starting point fails to recognize the importance of coherence between customer experience and brand identity. (By By brand identity, I mean the defining values and attributes that distinguish a brand.) To develop a customer experience architecture, follow these steps: 1.

Brand 8

Brand Reis Objective Merchandising 8