New Rules of Branding
In the "Chief Marketer" email newsletter today, there's this piece by Simon Williams on the "new rules of branding."
I'm usually dubious of such lists, but this one was sensible and thought-provoking. My favorite? They're all good, and spot-on, but brand experience has been a push-point for me for some time:
"5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach, Williams points out, found that the best way to give consumers a brand experience wasn't just to sell product in store but to control the entire experience. 'This is why they build stores in major cities. Looking for the other brands to soon be involved in the "experience".'"
I'm usually dubious of such lists, but this one was sensible and thought-provoking. My favorite? They're all good, and spot-on, but brand experience has been a push-point for me for some time:
"5) Forget the transaction, just give me an experience; the mandate is simple: Wow them every day, every way.
Apple and Coach, Williams points out, found that the best way to give consumers a brand experience wasn't just to sell product in store but to control the entire experience. 'This is why they build stores in major cities. Looking for the other brands to soon be involved in the "experience".'"
posted by Mark Burris - BURRIS at 11/15/2005 11:40:00 AM
1 Comments:
This on experience and customer service...I've been reading several of your blogs on the topic, and I agree about giving the customer what they need and want. David and I (my DH) are building a small, but successful accounting and bookkeeping firm in the DC area. We only hire smart, college-educated, savvy employees--mainly moms who are looking for flexible schedules. Benefit? They trade off high salary for a reasonable work week. We get high-quality employees who understand "client loving". In our office, the phone rings and is picked up on the second ring. We have a script; identify ourselves by name and ask how we can help the person on the other line. If the caller needs someone who is out or on the other line, we ask is there someway we can help them, or would they like voicemail? Just this simple step results in awe, as clients realize someone will actually get up, find a document in a file and fax it to them--even if they don't know each other. Benefit? We cut down on phone tag; clients get what they need and we all move on.
Our company is totally web-enabled; clients can view their financials 24/7. Employees can work from home when it snows. Payroll due for client x today? Kid sick? log on and take care of it.
Client AND employee loving. Try it. You'll all like it.
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