Hello Quackers!
Several years ago Jeanne and Tim Bice asked me to consult with them on building the Quacker Factory brand, promotion, public relations, etc. I had just decided to ‘pull back’ from my long time job in advertising, so I was delighted. Not only would I see Jeanne, Tim and Lee more often, but I would have an opportunity to get closer to the Quacker Factory brand—something that interested me very much.
I’ve been a ‘student’ of brands and brand-building for nearly 50 years. First as a student-student at Marquette University in Milwaukee (a fraternity brother there introduced me to his sister Nancy. We’ve been married 45 years, proving miracles to happen!). I then worked as a professional brand builder, then as a teacher-trainer around the world. Brands really interest me.
Let me tell you upfront that the Quacker Factory brand is perhaps the most amazing brand I have ever encountered. Over time I hope to explain to you just why I came to that conclusion.
To get started, perhaps I should give you my definition of what a brand is, if that isn’t too nerdy. A brand is a product or service or person who has created an on-going relationship with consumers. The key word is relationship.
The more relationships a brand has, the bigger the brand will be. The more intense the relationship, the stronger the brand will be.
The goal of every marketer is lots of intense relationships!
As I got to know the Quacker Factory brand—and the Quackers who ‘own’ the brand-- I came to realize: Quacker Factory and Jeanne Bice are both very strong brands.
Yes, Jeanne is a brand. Just like Oprah, Ellen, Martha Stewart, Suze Orman, Jeanne is a very successful brand. Her personality, her attitude and philosophy, her head band, her whole ‘presentation’ all add up to a unique brand. It’s a combination of things. A unique combination.
I hope you’ll keep that thought in mind, because in one of these little ‘letters from Quacker Land’ we’ll talk about the fact that each one of us—that’s you and me—are brands, too!
There’s one reason why brands succeed: the people who buy it. The QVC viewers and shoppers. You are the people who decided you want to have a relationship with the Quacker Factory. You, dear Quackers, ‘own’ the Quacker Factory brand. Without you, it’s nothing!
How about that!
Now let’s be clear: the Quacker Factory ‘product’ is critical! Jeanne’s designs are unique. They are top quality. She works hard to make sure they are a great value. The Quacker product must provide satisfaction to you, the buyer. You cannot build a successful brand without a great product—no matter who’s selling it. The Edsel proved that for all time!
Well, I think that maybe enough for one letter.
Next time I’ll tell you why I decided to call this ‘John in Quacker Land’. Because I do think of it as a place!
Till then, keep Quackin’.
By the way, if you haven’t done yet: check out Jeanne Bice on Facebook. Lots of Quackers already have ‘friended’ her, and its fun!
