15
Feb
2010
Join the band
At the weekend whilst shopping I passed this sign in the window of the Crocs shop – a message to their fans to “Join the Band”. According to my better half, the band refers to a stripe on the side of a new range of shoes in the familiar Crocs-style. The message is clear, buy some shoes and become part of a community - Join a Band or rather, Join a Brand.
Personally Crocs aren’t for me but you have to appreciate their ability to create a sense of belonging and deliver business success from this. Part of Crocs’ success with this approach is due to the unique nature (design) of their product, but it is also largely attributed to their unwavering commitment and focus on that product and specifically the style of that product.
Crocs know their shoes will never appeal to every man, woman and child but they also know it’s because of this “limited” appeal they are rewarded with a community of active fans who not only support the brand, but are willing, passionate ambassadors. Something not many brands, let alone shoe manufacturers, can lay claim to.
Take a page from Crocs’ book and ask the question, “Are you letting your customers Join the Band?”.
Taken from http://danleach.posterous.com/
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