Comments on: Growing brands from the customer up http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 15:14:28 +0000 http://wordpress.org/?v=2.0 by: Brands Create Customers » Blog Archive » Timeless brands make time for their customers http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-33090 Tue, 16 Oct 2007 19:08:03 +0000 http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-33090 [...] Creating a high-tech device that customers can’t readily figure out is a critical brand problem. It’s never a “customer service” problem. As I’ve noted before, a brand is company potential X customer potential. If customers can’t make immediate, full use of your product, reaping the benefits from your innovation, it’s your brand that pays the price. And ultimately, so does your bottom line. [...] […] Creating a high-tech device that customers can’t readily figure out is a critical brand problem. It’s never a “customer service” problem. As I’ve noted before, a brand is company potential X customer potential. If customers can’t make immediate, full use of your product, reaping the benefits from your innovation, it’s your brand that pays the price. And ultimately, so does your bottom line. […]

]]> by: Brands Create Customers » Blog Archive » Creating customers with the brand sandbox http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-22962 Tue, 17 Jul 2007 16:39:40 +0000 http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-22962 [...] There’s also a good amount of “brand sandbox” in the processes I’ve described called designing customers, creating customers, and growing customers from the ground up. [...] […] There’s also a good amount of “brand sandbox” in the processes I’ve described called designing customers, creating customers, and growing customers from the ground up. […]

]]> by: Brands Create Customers » Blog Archive » Upward strategies for nonprofit brands http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-19215 Tue, 12 Jun 2007 14:48:29 +0000 http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-19215 [...] A key challenge for every nonprofit brand is to grow and empower a brand community that ultimately can add value back to the brand. This brand-building approach focuses on building a brand community that can grow the brand from the bottom up. This is an organic way to grow the brand with many possibilities for cost-effective leveraging, especially in this digital age. One community can launch a thousand opportunities. The nonprofit becomes a portal on community potential, and economic potential. [...] […] A key challenge for every nonprofit brand is to grow and empower a brand community that ultimately can add value back to the brand. This brand-building approach focuses on building a brand community that can grow the brand from the bottom up. This is an organic way to grow the brand with many possibilities for cost-effective leveraging, especially in this digital age. One community can launch a thousand opportunities. The nonprofit becomes a portal on community potential, and economic potential. […]

]]> by: Brian Phipps http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-14761 Wed, 18 Apr 2007 19:12:56 +0000 http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-14761 I can see some real parallels in the relationships between writer/reader and brand/customer. Writers would make good brand builders. I can see some real parallels in the relationships between writer/reader and brand/customer. Writers would make good brand builders.

]]> by: steve http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-14735 Wed, 18 Apr 2007 10:53:50 +0000 http://tenayagroup.com/blog/2007/04/16/growing-brands-from-the-customer-up/#comment-14735 Scrivener rules - I'm using it for a book I'm working on. The OS X world is full of 1 to 10 person companies that make wonderful software with great connection to their customers. At the large end OmniGroup - at the small end there was NetNewsWire, where the principal was bought by another company (greatly diluting it imho) Not all of these have interactive online communities ... but all of them write excellent software that fills a niche and all of them are very responsive to their customers. A side issue ... I know a few of these people. They point out what they do would not be possible in the Windows world as the level of competition would prevent them from focusing on their product. They would need to be at a larger scale and getting there would be difficult. Scrivener rules - I’m using it for a book I’m working on. The OS X world is full of 1 to 10 person companies that make wonderful software with great connection to their customers. At the large end OmniGroup - at the small end there was NetNewsWire, where the principal was bought by another company (greatly diluting it imho)

Not all of these have interactive online communities … but all of them write excellent software that fills a niche and all of them are very responsive to their customers.

A side issue … I know a few of these people. They point out what they do would not be possible in the Windows world as the level of competition would prevent them from focusing on their product. They would need to be at a larger scale and getting there would be difficult.

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