Category — Brand experience
General Motors recently announced that it was dropping Mr. Goodwrench, their ubiquitous brand for service across all their products. They are now moving to brand-focused service for their remaining four car lines; Buick Certified Service, Cadillac Certified Service, Chevrolet Certified Service, and GMC Certified Service. This is, finally, the right direction for them to be taking.
November 11, 2010 5 Comments
While Automated, Electronic Customer Service 'Voices' are Getting Better, some Brands are Missing a Bigger Opportunity.
Companies around the world continue moving customer service to automated systems to cut costs. But in doing so, they may be damaging their brands instead of helping them. A recent Wall Street Journal article highlights the recent moves to shift these automated voices from “cold to homey”.
In some business categories, customer service is the critical touch point where the brand is actualized. While marketers have been focused on advertising and other traditional marketing tools to define brands, it may well be that customer service is the one place where a company has control of shaping the brand in a tangible and powerful way. The service interaction is an enormous opportunity to build the customer relationship with the brand and engender deeper loyalty and advocacy.
November 4, 2010 6 Comments
Starbucks is introducing a new concept idea this week. It will serve regional wine, beer, cheese, soup and other small dishes. While designated by location (e,g, “Olive Way store”), it will indicate it is “by Starbucks”. The interior will be more like a cafe that has been in the neighborhood for years, but extremely eco-friendly. This evolution into an after work, evening business just feels right for the times.
October 22, 2010 25 Comments
Carrefour, the French company that is the largest hypermarket chain in the world, has seen the light. Recently they announced a new hypermarket concept that has investors excited. They are revamping stores, to be called Carrefour Planet, to make the shopping experience more user-friendly. They call it recreating “the destination store.” This is good news.
October 6, 2010 5 Comments
Recently, my wife and I were driving in central New York State and passed a Wienermobile on the highway. We smiled and gave the “Hotdogger” a thumbs up. But at that moment, I felt a stronger connection to the Oscar Mayer brand than ever before. No wonder, it was a significant “brand touch point” moment.
August 30, 2010 2 Comments
One of my favorite “casual dining” restaurants announced today that they were looking at strategic alternatives for the company. They need an infusion of capital, but more importantly, they need a better handle on what their brand stands for. [Read more →]
April 12, 2010 9 Comments