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
Tagged with customer proposition …
Brands of simplicity and ease as game changers – the Simple banking model
There is no doubt in this day, to disrupt a category in a way that fundamentally changes the way value is defined, will create the brand leaders of the future. Yes this can be about dramatic price cuts in underlying technologies, but it is also about creating value. Brands that are creating disruption through increased … Continue reading
Picking a strategic segment for your launch
In today’s market of radical innovation, a brand is under constant challenge to relaunch itself to the marketplace and existing customers. With that in mind, it is important to know how to launch innovation and start ups in the market place, without exhausting your resources. Going out to the wider market can be an expensive … 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
Taking the value chain of the brand into a branded community
Social Media opens up a brand’s sphere of influence and creative energy, beyond the confines of the business boundaries, out into the larger community. To do this, a brand’s presence in social media has to have the X factor, which marketers call social capital. So let us take a look at this allusive thing called … Continue reading
Fuzzy brands and the decline of Sony
In April 2012, Sony had doubled its projected net loss for 2011 to 520 billion yen, Sony’s fourth year of consecutive losses. So where did this master of consumer electronics, communications and information technologies loose its way? Sony is besieged by competitive challenge. While Chinese and Korean manufacturers snap at Sony’s ankles, commoditizing Sony’s baseline … Continue reading
Your frontline as co creators of the brand- see how it has made Lululemon the darling of analysts
They stand at the moment of truth, listening to and managing the customer, day in and day out. They often understand intimately the pedals and breaks to a customer sale or a great customer experience. Their buy in to the brand is critical for its successful execution. All this and still, many businesses fail to … Continue reading
How your brand is your growth strategy – with examples from IBM’s Smarterplanet
A brand in its most essential form, is the value generating qualities of the business that drives margin over the cost of goods and services. It is also the set of emotional connections, which have a transformative promise in your customers’ lives. By using the brand plan as a road map for growth, your business … Continue reading
Creating social capital for your brand
While reading an article by Christine M. Riordan and Kevin O’Brien (thanks guys) on the importance of social contracts and social capital to create great teamwork, I turned my mind to the value of creating social contracts and social capital in customer communities. Social capital, until now has meant, kudos, by associating our social image … Continue reading
To win big your brand needs to change the rules of the game
To be really successful, a business needs to look outside its sector to see how the business can take itself to the next level of value. To reach the next level of value, a business needs to be so different that it radically changes to rules of the game and reinvents the sector. In today’s … Continue reading
Thought Leaders Circle 