The Apple Brand Hits another “Tipping Point”

The Wall Street Journal feature about the Mac landing on more corporate desks is more than just an opportunity… it is a tectonic shift that will open up the business market for Apple in amazing new ways. It is truly a tipping point of amazing proportions.

If I were you, I’d buy Apple stock today… believe it or not, it’s just a leap to another plateau.

The Tipping Point, best known from Malcom Gladwell’s 2000 book of that name, is defined as “the moment of critical mass, the threshold, the boiling point.” The very public acknowledgement by GE that it is making Apple products available to GE employees is, in our opinion, a “tipping point”. [Read more →]

January 19, 2012   Comments Off on The Apple Brand Hits another “Tipping Point”

What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Netflix stock has tumbled again to an 18-month low of $75 a share based on, among other things, trust. Think about it… the company’s value has erased about $12 billion in just 104 days. Yes the company has see-sawed on promises of splitting apart services, then relenting and bringing them back together… but what they have really undone is the consumer trust and loyalty they had worked so hard to achieve.

One of the fundamental values of a brand is to earn loyalty that results in the security of future earnings. In other words, consumers will come back time and time again to both purchase your products, and also allow them to expand their relationship with you. But the moment a company breaks that trust, it is very hard for consumers to stay on board. [Read more →]

October 25, 2011   Comments Off on What Happens When We Don’t Trust a Brand Anymore? Ask Netflix.

Expensive Wine for $5.83 a bottle? Price can Define the True Value of a Brand.

The Wall Street Journal ran an offer for a sampler of 12 wines for $69.99 with the accompanying copy… “Delivered with $120 savings and FREE gifts.” So they revealed that the cost per bottle is $5.83, which I immediately equated to value. No, I didn’t bite, so I don’t know the labels they would have sent. But think about the mixed message. If the wine was so terrific, how could it be so cheap? Or is the wine not really worth that much in the first place. Was the original price inflated? In other words, price is another way to communicate and support the true value of a brand. And lowering price sends a brand-damaging message.

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April 1, 2011   2 Comments

Why Buy the Expensive Tylenol Brand any more? Where Trust intersects with Value.

A feature in the Sunday New York Times about Johnson & Johnson struggling with many of it’s consumer brands raises a much bigger issue… when you lose trust in a brand name. The specific manufacturing problems and recalls for J&J open up consideration of less marketed store brands. In that moment where value intersects with (brand) price, it will be interesting to see how consumers shift shopping behaviors over the near to longer term.

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January 17, 2011   1 Comment

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.

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November 4, 2010   6 Comments

Gap's Reversal on Changing its Logo is a Testament to the Power of Social Networks.

In a stunning reversal, US retailer Gap introduced a new logo, and then, four days later, bowed to consumer pressure not to change it. The story here isn’t Gap’s misstep, but the amazing ability of social networks to influence significant decision-making on such an important issue. The ability to learn about, think about, and respond to new ideas is a demonstration of the new social collective and its impact on many things, especially business decisions.

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October 13, 2010   11 Comments

Toyota… Another Nail in the Brand Coffin

We already live in a world where we are skeptical of corporate messaging and product advertising. What we didn’t need is the relentless press coverage about Toyota ignoring safety issues. This has simply put another nail in the coffin, making it that much harder for marketers to build credibility in their brands. [Read more →]

March 15, 2010   19 Comments