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Build your brand through
co-production
Customer experiences are the foundation of brand-building. While
we recommend emotional branding as often the most effective way
for small businesses to create positive customer experiences, other
forms of brand-building exist.
One form is "co-production," where customers are active
co-creators in the brand-building process. Examples include the
Build-a-Bear
workshops, where participants create their own stuffed animal,
or Nike's nikeID.com,
which allows visitors to customize a wide range of shoes, apparel,
and fitness accessories.
While not suitable for every business, co-production is an exciting
way to build customer loyalty. When the experience is well designed,
customers feel empowered, delighted, and important. Which really
brings us back to emotional branding, doesn't it?
Learn more
about co-production branding (free registration req'd)
Bottom Line Design Awards
The second annual Bottom Line Design Awards, given by Business
2.0 and Silicon Valley's Frog Design, show how design makes
a difference to a business's bottom line. But design is only one
criterion; entries are judged on user experience, brand strategy,
sustainability, innovation, risk taking, corporate strategy, business
impact, cultural impact, and the element of surprise. The Bottom
Line Design Awards show the integrated approach to brand development
that corporate American is beginning to recognize; that all aspects
of a product, service, and experience go into the bottom line.
See
the winners
Mills featured speaker at area classes
Cairril Mills, principal of Cairril.com Design & Marketing,
was the featured speaker at a number of recent events.
Mills taught the Marketing 101 class for SEED Corp.’s Small
Business Planning Course, offered in partnership with the Small
Business Development Center. The class introduces start-up and existing
businesses to basic marketing principles. Participants then share
real-world examples to put the principles into action.
Mills spoke on branding and utilizing the Internet to connect with
customers at The Business of Art, an Indiana University Continuing
Studies Course taught by local artist Ned
Shaw. She fielded questions on site content, copyright protections,
search engine rankings, and how to define one's target market.
Want to hear Mills speak on branding, marketing, or design? Contact
us at 812.331.1045.
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