“The best laid plans of mice and men often go awry” – from the Robert Burns poem, used for a novella title by John Steinbeck.
In marketing parlance, it means: sophisticated marketing plans undermined by an ill-advised comment from an associate. The perfect retail design butchered in the field. Product failures. Lousy service. Et cetera.
There is a corporate vision and then there is street reality. This gap is what we call the Steinbeck Factor. It has frustrated the corporate world for years. So, how do you fix it?
Cult Marketing has a process we call Cultification, defined as: The process by which a brand is optimized at all touchpoints in order to create customer fanatics.
The first phase of the cultification process solves a major piece of The Steinbeck Factor – understanding what really goes on at the consumer level. Cult has created a propriety method of assessing, measuring and evaluating the critical factors that undermine and weaken your brand. You can’t fix something if you don’t know it’s broken. These insights are then converted into actionable strategies, tactics and ideas for all the touchpoints that impact the consumer.
Give us a buzz and we’ll give you details on how we do it. 614-318-8012.