Monday, May 21, 2007

Identity Discovery

Marketing guru.

Biggest Titan fan I know.

Money bags.

Wall Street Journal evangelist.


A Mac is the way to go.

Huge "24" fan

The above phrases are but a few descriptions of people I have heard just in the last 24 hours. Some sound negative. Some are hard to measure. But all are part of a little secret in marketing successfully ... discover a way for your customer to use you in their identity.

People love labels. Labels stick. Bad part is, when you get an identity, it is only as strong as the amount of dilution. In Nashville, it is very hard to be the "biggest Titan fan". Pretty soon, you are just a fan like everyone else.

So what can an organization do to allow customers to identify themselves with your product, yet not make is so diluted they become bored with it?

I do not have an answer, but I am thinking on it. Maybe in the near future I will write more on the subject. This fascinates me.

Take care.

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