Not many business concepts hit me with the potential of the branded platform, where brands come together to create value they could not deliver on their own. We are all familiar with Apple Itunes store, but what about the other brands that are mobilising themselves to be a conduit for even greater value, by becoming … Continue reading
Tagged with awareness …
Creating trust through employee and stakeholder social media
Angela Ahrendts, the CEO of Burberry, thinks that the language of business is no longer English, she believes the language of business is social. She goes on to say that until we “feel felt” by each other, we will not be in a trusting relationship. Right on Angela! Social language is the way to feel felt … Continue reading
Get your brand in front of the market or be run over
Unless we create a culture of innovation, our business will be left behind. This requires the knowing of what to do and the ability to do it. Easy to say, not easy to do, in fact 70% of corporate initiatives fail to be initiated. (or so says Michael Jarrett, a Professor of Organisational Behaviour at … Continue reading
The secret life of an online shopper story 1
I am an online customer. When I want a product, I first google to do my research. I will search by need or product category and then, either drill down into the product and service explanation, or check out customer forums to make my decision. This year almost all my purchases were online…I bought a … Continue reading
Digital channels versus retail channels – what is right for your brand?
In 2002 I was a consultant working on Customer Experience Design for Commonwealth Bank, the largest retail bank in Australia. At that time they were keeping up with their peers to do what seemed to be the “bleeding obvious”, cut costs out of the service delivery by migrating customers from face to face channels to … Continue reading
The molecule of customer trust and profitability
David Maister laid down the foundation to understand trust in his work The Trusted Advisor. Maister showed us that trust was generated through 4 key dimensions: credibility, reliability, intimacy and lack of self-orientation. For customers to experience trust, the conditions of trust need to be in place. Customers either consciously or unconsciously, spoken or unspoken, … Continue reading
The way you make me feel, and the brands we love
The fundamental driver of brand value today, comes back to one simple principle, customers know ‘how they spend money, creates the world around them’. They just don’t want to get their needs met, they want to connect to a purpose greater than themselves. Brands that reign supreme today, are brands that build emotional connections and … Continue reading
Maxwell House coffee builds marketshare through emotional experiences
In a global climate of financial doom and gloom, there is always room for some more optimism and Maxwell House, a Kraft coffee brand has seized the moment with its Optimism Cafe. Set up in Toronto Canada, the Optimism Cafe welcomed people and pets with an offer of free coffee, dog biscuits and a series … Continue reading
How the brand becomes the connection between two individuals
Relationships between individuals in business, have both a business promise and a brand promise. The business promise focuses on the tangible exchange of value, while the brand promise is a far more subtle, and often an unconscious need. It is important that the brand and business promise between yourself and an individual reflect the greater … Continue reading
Brands that are felt are the brands that are seen
So often people think media when they think promotion, and their concept of great advertising is based on this idea, “if you keep repeating something, finally people will be brainwashed and give in”. The average American is exposed to 3,000 advertising messages a day. The impact of this advertising is so overwhelming that our brain … Continue reading
