Put down the purse: pick up an experience

Put down the purse: pick up an experience

“What’s the ultimate question you’d ask your salon customers? Is it perhaps, ‘How likely is it that you’d recommend us to your family or colleague?’ And what, do you think, would influence their answer? Price: tick. Service: tick. People: tick. Results: tick. Yes, you’re right, it would be all those things, because boiled down together they form a sticky glue that’s called their experience with you…

Brand Demand: Creating the Holy Grail

Brand Demand: Creating the Holy Grail

“Most people believe that a great launch starts with a great product. They’re wrong. Being ‘great’ isn’t enough and a product is merely the starting point. The reality is that the overall brand experience must be so perfectly suited to the needs and desires of its customer, that it creates its own demand and very little selling needs to be done. In a new series of articles, Neil Osborne explains how to turn a product range into a brand, which thrives.