For years, Cadillac’s focus was to affirm the buying decision of those who purchased one of their vehicles. Here’s an old ad that speaks about the women who drive a Cadillac. (more…)
Posts Tagged ‘Brand’
Strengthen Customer Satisfaction Through Affirmation.
Monday, July 21st, 2008Marketing ROI Disappears When Employees Don’t Deliver.
Monday, July 14th, 2008I’m standing in line with a cart full of groceries while on vacation last week at a beach community in North Carolina. Like most who rent a house for a week or two, soon after arrival you venture to the local supermarket to stock the larder with a carload of groceries. Of course, you walk into the store about the same time as a hoard of others who have just checked-in to their houses, too. You get the idea, it’s crowded.
And, then as I’m standing there, I overhear a checkout associate say to another associate … “I hate this. I absolutely hate this crush of people. They’re all in a hurry to rush back to their precious beach houses. They make me sick.”
As I hear this I look up at a huge sign that read: Welcome! We’re Down Home, Just Down The Street.”
Even though I was doing my best to “disengage” from thinking about work for a few days, I couldn’t help but think about the CMO, his staff and agency that developed the tag line to reflect how they wanted their customers to feel about their shopping experience. Not only was the associate way out of alignment with the brand , she apparently possessed little sense of a customer’s value to her livelihood.
It was a good reminder that for every dollar we spend to market a product or service, we need to consider the resources needed to ensure that those charged with carrying out the brand promise actually do so.
Otherwise, it’s bye-bye ROI.
Would Your Customers March To Save Your Business?
Wednesday, June 18th, 2008There is a grass root movement underway by thousands who want to thwart Belgian-based InBev ’s takeover bid for Anheuser-Busch Companies. Part of that movement was manifest in a march this past Sunday in St. Louis. (more…)
Afraid to Establish Metrics and Measure Results?
Tuesday, June 17th, 2008Do you remember the scene in “Blazing Saddles” where Mel Brooks’ character says, “we’ve got to protect our phony-baloney jobs gentlemen”? If you know someone who is hesitant to establish metrics for their marketing initiatives and then measure the results, they could be viewed similar to that character.
Tim Russert. A One-Man Brand.
Monday, June 16th, 2008Not only did we lose a quality human being on Friday, we lost what was undoubtedly a one-man brand.
I cannot name any other media person who single-handedly created a brand for themselves by the way they went about a multitude of tasks and responsibilities. Mr. Russert’s brand promise to all of us was: “I will always be tough, fair and describe a landscape with a common man’s view.” It takes great intellect to deliver on that promise, but he did it in a way that resonated with a wide audience.
