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.

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. Take REI, for example. Last year REI announced it was closing all its stores on Black Friday to encourage employees and consumers to spend the day outdoors with their families and friends. increase in revenue, to $2.4 Take Apple.

Brand 8

Brand Reis Loyalty Bottom-up 8

Harvard Business Review

FEBRUARY 3, 2015

REI’s brand platform is the excitement and adventure of the outdoors; Chick-fil-A’s is exceeding customers’ expectations with a servant’s spirit. To develop a customer experience architecture, follow these steps: 1. The brand platform — First, define or reaffirm the overarching ideas that represent the brand.

Brand 8

Brand Reis Objective Merchandising 8