Who Is Branding You?
Whether your organization spends millions on branding, or the concept of branding almost never crosses your mind, your organization has a brand that is influenced by an almost infinite number of factors. Obviously, you can’t control all of them, but if you know what factors they are, you can go a long way toward having […]
The Blame Game: Why United Airlines Became the Scapegoat
I typically don’t find myself engulfed in social media hysterics, but I keep getting sucked into this recent United Airlines scandal. To keep up with the Joneses, here’s my quick take on the recent craze. The goal is not to pick sides, but instead to dissect the events and understand how United became the brunt […]
Branding something with no visible brand
When we think of branding, we often think of things like the Nike swoosh on the side of a shoe, the green straw sticking out the top of your Starbucks cup, or the bowtie on the grill of a Chevy pickup truck. But what do you do with a brand that has no obvious visual […]
Weaponizing your Customer Experience Strategy for the Frontlines: Part I: BEHAVIORS
Brand perception and loyalty can live or die on the frontlines – just ask any industry in question for its perception of poor service. “Have I done everything I could today to provide you with a delightful customer experience?” the bank customer service agent asked me in a politely scripted way as we wrapped up a […]
Are you continuing to sell your brand after you’ve sold your product?
So, you’re planning to make a purchase. You conduct some research online, mull it over with a couple of trusted friends, then finally make the decision to buy. It arrives on your doorstep in a couple of days with a request to make an online review. So you wait a couple of days, call the […]
From Many Strong Personalities, One Brand
Often times, the brand of a professional service firm is described as the professional reputation of that firm. And, that is a relatively accurate – if not overly simplified – definition of the term brand. A more formal definition would be: Your brand is the cumulative results of all interactions that audience members have with and […]
Your Brand is Everything
Every aspect of your organization helps create your brand, and your brand is the one factor that can take the value of your organization well beyond the tangible value of your client roster or inventory. Combine these two facts, and you quickly can understand the expression, “Your brand is everything.” First, let’s make sure that […]
Do you know who you’re talking to?
Do you know who you’re talking to? Good marketers at most companies know that the content and assets used by the “frontline” staff, those who interact directly with both clients and prospects, should be focused on the specific needs of customers. They work hard to ensure that key elements such as copy, layout, and user experience speak […]
Part 2 – Intertia is not a strategy
“The less there is to justify a traditional custom, the harder it is to get rid of it” — Mark Twain, The Adventures of Tom Sawyer Setting a strategic course for a company’s product or service by aligning marketing assets and frontline staff in a particular direction is critical, but it won’t alone yield success. Competitive […]
What’s Your Desired Reaction?
Every organization wants or needs somebody to do something, and this something is that organization’s desired reaction. Desired reactions can vary dramatically from organization to organization, and from tactic to tactic within that organization. Sometimes, the desired reaction is for more people to walk into a store, go to a museum, or visit a website. […]