Diamond or Square?

Which do you prefer?  If you are like most Canadians, you know exactly what I’m referring to and, perhaps more astonishingly, you may even know that most people prefer Diamond Shreddies (62%) over Square Shreddies (38%). What many of you may not know, however, is that the incredibly simple and yet incredibly innovative Diamond Shreddies strategy managed to drive radical growth for what, just a short time ago, was a seriously struggling brand.

If you have ever heard me speak, you have heard me refer to the Five S’s of Unexpected Encounters™, Unexpected Encounters™ being those strategically innovative Customer Touchpoint Experiences that provide us with the opportunity to influence what our customers will think, feel and do next so that we can attract, keep and engage more customers.  Over the last few months, many of you have asked me to review the Five S’s and the success of the Diamond Shreddies campaign is a great opportunity for me to do just that. (more…)