 Before I founded Think Media, and once again began working within the natural product, health and wellness industry (my passion), I worked for a company that was fortunate enough to have legacy customers that continually purchased from us. They knew our products, trusted our seal of approval and purchased from us repeatedly until one day they didn’t. I don’t mean to make it sound flippant, because we didn’t lose the customers overnight. Rather it was a slow, quiet burn. To be clear, we did many things wrong. We sold our email list to what turned out to be our largest competitor. We inundated our email subscribers with offers based on our sales needs not their purchase wants/needs. We became completely dependent on discounts, sales and other incentives that over time devalued our products and made it impossible for us to retain a premium on even our best, most high-value products.
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 Before I founded Think Media, and once again began working within the natural product, health and wellness industry (my passion), I worked for a company that was fortunate enough to have legacy customers that continually purchased from us. They knew our products, trusted our seal of approval and purchased from us repeatedly until one day they didn’t. I don’t mean to make it sound flippant, because we didn’t lose the customers overnight. Rather it was a slow, quiet burn. To be clear, we did many things wrong. We sold our email list to what turned out to be our largest competitor. We inundated our email subscribers with offers based on our sales needs not their purchase wants/needs. We became completely dependent on discounts, sales and other incentives that over time devalued our products and made it impossible for us to retain a premium on even our best, most high-value products.
 Nike is a powerhouse athletic gear brand no doubt. Their brand image is recognized around the globe and consumers both love and trust their products. Personally (and with full disclosure), when I need a new pair of running shoes, I look to Nike. Lately I’ve been on the hunt for a more fashion forward pair of athletic shoes, and all I want is a pair of Nike’s throwback Air Max 95s. They’ve built a culture through their slogan, “Just do it,” and seamlessly combine style and athletic purpose in every design.
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