Comments on: Differentiation by Cookie – The Power of the Brand Symbol

By: Shoelaces

Shoelaces — Sat, 08 May 2010 05:28:32 +0000

Thanks for a great article. I buy girl scout cookies from my niece every year. Until now I had no idea how much of the cost actually went towards the girl scouts program and how much goes for the actual cookies.

By: Rachel

Rachel — Tue, 23 Feb 2010 17:24:41 +0000

I love the creativity and insight of this post! It’s amazing to think how a simple cookie can create such a positive impact for a company. Lasting impressions are everything and giving consumers that little extra can be very worthwhile in the end.

By: Dr Linne Bourget MA MBA Ph.D.

Dr Linne Bourget MA MBA Ph.D. — Tue, 09 Feb 2010 19:51:05 +0000

H Mike,
Really enjoyed your cookie approach to branding. In fact this is so powerful
that I have
stayed at D-tree because of the cookies, EVEN THOUGH I eat organic, no wheat, no
sugar and am rarely tempted!
A professional organization I belonged to used to hold meetings at the D-tree
for the same reason.
Now, that is emotional branding power!
Appreciatively,
Dr. Linne Bourget MA MBA Ph.D.
Fortune 10, 50. 100 consultant, leadershp power futurist
Pioneer, positive strengths-based leaderhsip systems in the ’70s
Author From Old Power to New Power, Which Leaders Will Survive?
Author, 40 books, e-books, articles in the What You Say Is What You Get(R),
Positive Leadership Series
Expert consultant, speaker, strategist, and swing dancer!
http://www.oldpowernewpower.com

By: Mike Schultz

Mike Schultz — Tue, 09 Feb 2010 16:24:25 +0000

Thanks, Jack. When the graphic was uploaded a number fell off when it resized. It was meant to be 84 cents. We re-uploaded and it’s fixed.

By: Jack Speranza

Jack Speranza — Mon, 08 Feb 2010 18:54:14 +0000

As I look for the cookie for my firm, just a quick note about the one at the top of your article… the numbers don’t work: if 4% (said to be 15 cents) of the cookie’s price is spent on incentives, how can the actual cost of the cookie be just 4 cents and represent 22%? I know, totally irrelevant to the point of your article, but I’m a details guy