inbound marketing has been positioned as the future of marketing, in that it pushes you to connect with your customers where they are and how they want to be talked to. advocates of lush are committed to ethical buying, and are obsessed with the purity that comes from a handmade item. it’s a great blend of the past meets the future. with that in mind, this brand sought to make medical coverage — a tradition for its core customer — personable and easy to understand.
whole foods mixes traditional cpg marketing with the content, storytelling, and digital experience of inbound marketing by showing shoppers why they buy the food they buy: a healthy, diverse, and “wholesome” selection. this is a great example of where inbound is going — ease of use, perhaps even enjoyment by the employees creating their surveys. well, it’s perfect for the audience of the middle finger project, a consultancy that reimagines copywriting and messaging. the weeklong event is alive with music, networking, and all around friendly vibes (with a happy hour). each of these companies is greater than the sum of their parts – and each of them is bigger than th…
whether you’re a business owner or a marketer tasked with growing the business, one thing is for certain: you need to find the most efficient, effective, and affordable way to advance your brand and help it prosper long into the future. their honesty and confidence in their products—consider that everything is up for sampling in-stores so that you know you’re not getting duped—draws customers in to their unique stores and helps them stand out from the tons of brands in their space. on top of that, the brand publicly committed to using non-gmo and ethically-raised ingredients some time ago, and while that’s a clever pr move amidst a huge cultural shift of wanting better-made food in the us, it’s also a way to stand out from the competition.
okay, so maybe they don’t explicitly market to women, but they also don’t not market to them—approximately 20% of their customers are women, and while the goal was initially to create a men’s lifestyle brand, dollar shave club lucked out in the sense that both genders saw a reason to buy from them instead of more traditional competitors. an article on differentiation isn’t complete without the brand that touts being “unlike any other airline in the world” in all of their messaging, and that’s what makes spirit stand out in an industry that’s long been considered to have a lot of brand options, that, if you look a little closer, are all basically the same. the key to standing out from the competition and creating a strong connection with your ideal customers is to hone in on the one thing that makes your brand unique and then weaving it into its core narrative.
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