Posts filed under ‘branding’
During my years as a copy writer, creative director and marketing coach, I’ve learned that it’s not what we say that counts, but how we say it.
The video shows an instance of one person helping another use the most powerful words to solve a problem. That’s what successful content creators do and that’s why everyone else can use their help.
From a recent Linkedin conversation on the “ownership” of brands…
I recently read a speech given by Ken Chenault, Chairman and CEO of American Express, which he delivered to the Economic Club of Boston several years ago. The topic was the power of brands and in it I thought he made a very interesting point about the internal value of a brand driven culture.
“Because there is a strong understanding of our brand across our employee base, we’re able to have a principles-based management process rather than a rules-based process.” Mr. Chenault goes on to describe AE’s employee proactive response to the news about the Asian tsunami of 2004.
Customer service reps proactively reviewed card and travel related transactions and found 10,000 card members/clients likely still in the impacted area. Those reps placed calls to card members to see if they were all right or needed any kind of special assistance. If help was needed, the reps replaced cards, rebooked travel, and more to meet the needs of the cardmembers. All without management direction.
Among other victims of the recession, brands have taken a beating. Private labels have gained market share. Consumers are cutting back.
Retailers are turning up the heat. According to panelists who gathered to discuss brand strategy at a recent Wharton Marketing Conference titled, “Connecting with the Evolving Consumer,” marketers need to be especially innovative when it comes to making sense of the shifting economy — and profiting from it.
Seth Godin tells a great story…
25 years ago, driving cross country to go to my first day of work at Spinnaker Software I was the 30th employee I drove through Chicago. And I passed a Spinnaker billboard. Wow! This company was going somewhere if they had billboards all over the country. When I got to work in Boston two days later, I discovered that this was the one and only billboard they had in the country, strategically erected on the road to the big CES trade show.
When I read it, I thought how important it is for a company with limited resources — almost every company in today’s economy — to pick its battles well. One billboard on the right road at the right time. Brilliant!!