tag:blogger.com,1999:blog-20700789117172763202024-03-12T19:14:05.319-07:00Brand Experience MattersPromise - Deliver - Delight - at all stages of the Path to AdvocacyAndrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.comBlogger220125tag:blogger.com,1999:blog-2070078911717276320.post-54790750863928470302013-03-14T14:44:00.002-07:002013-03-15T09:08:15.090-07:00The Oberoi Hotel in Delhi has Class<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9ej2rN7pFH_1OPtQeTi3EiPdXDo5v0NxPuVc1mTHMB-Re_ANhSzviH_wiRFDTCycwGOdsXJrNbYX7BfCM44gzwAE1uO61zqZBIVYXRm-qqk65Ig2xT5bjXWFTzlmsO7LwPpb0VWs4I_Q/s1600/Oberoi+Hotel+-+Delhi.jpg" imageanchor="1"><img border="0" height="234" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9ej2rN7pFH_1OPtQeTi3EiPdXDo5v0NxPuVc1mTHMB-Re_ANhSzviH_wiRFDTCycwGOdsXJrNbYX7BfCM44gzwAE1uO61zqZBIVYXRm-qqk65Ig2xT5bjXWFTzlmsO7LwPpb0VWs4I_Q/s320/Oberoi+Hotel+-+Delhi.jpg" width="320" /></a>
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">We just had our agency Leadership Conference in New Delhi - at </span><span style="color: #3d85c6;"><a href="http://www.oberoihotels.com/oberoi_delhi/index.asp"><span style="color: #3d85c6;">The Oreroi Hotel</span></a>.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">What a fantastic place.</span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">The rooms rooms were spectacular. The food excellent. The staff were delightful.</span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">On my second day I found this note (shown above) and some deodorant and shaving gel in my room.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">Did it </span><span style="background-color: white;"><span style="color: #3d85c6;"><a href="http://brandexperiencematters.blogspot.co.uk/2009/01/driving-advocacy-is-not-just-job-of.html"><span style="color: #3d85c6;">delight</span></a> </span></span><span style="color: #666666;">me? Absolutely.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">Will I go back to the Oberoi next time I am in NewDelhi (repeat business)? Of course - it will be my first choice.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">Have I talked about (</span><a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-must-focus-on-delighting.html"><span style="color: #3d85c6;">advocacy</span></a><span style="color: #666666;">)? I have talked about in the office (off-line). I have Twittered it. I have put it on Facebook. I have blogged about it (on-line).</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">Did it take much effort or cost a lot? No.</span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">This for me epitomises what great brand experiences are about.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">I have blogged about </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/11/how-to-delight-customers-two-great.html"><span style="color: #3d85c6;">great hotels that get it</span></a><span style="color: #666666;">...and </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/03/i-spend-quite-lot-of-time-in-hotels.html"><span style="color: #3d85c6;">rubbish hotels that don't</span></a><span style="color: #666666;">.</span></span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">All brand organisations should be looking at how they can deliver great brand experiences that delight at every part of the </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/01/driving-advocacy-is-not-just-job-of.html"><span style="color: #3d85c6;">path to advocacy</span></a><span style="color: #666666;">. As this example shows, it can be a very powerful way to build a competitive advantage that gets consumers' to buy again and advocate your brand.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">In case you can not read the note it says:</span><br />
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<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">"Dear Mr Weir,</span></i><br />
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span></i>
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">While servicing your room I noticed that your deodorant and shaving gel is getting over and hence I have taken the liberty of placing the same for you.</span></i><br />
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span></i>
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">I hope you are happy with the quality of housekeeping in your room.</span></i><br />
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span></i>
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">Please let me know if I can be of any further assistance.</span></i><br />
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span></i>
<i><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">Regards.."</span></i>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com10tag:blogger.com,1999:blog-2070078911717276320.post-40109851385270697072013-01-29T14:52:00.002-08:002013-01-29T14:57:16.314-08:00Brands must deliver what they promise<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYIYDNjKjO0td0X9rO2hG3YfcqgpcHf7EbJ3ttsuiBJ2XwsMDiMwO_R6qq-1PDZOaUofO4Qsikr_IyEfqtfajv4Atfv3lglwAp7aPkT3IH7EBVFVFmvdW0rcKjrk1p-hAycsheFd4OrWA/s1600/Slide1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYIYDNjKjO0td0X9rO2hG3YfcqgpcHf7EbJ3ttsuiBJ2XwsMDiMwO_R6qq-1PDZOaUofO4Qsikr_IyEfqtfajv4Atfv3lglwAp7aPkT3IH7EBVFVFmvdW0rcKjrk1p-hAycsheFd4OrWA/s200/Slide1.jpg" width="200" /></a></div>
<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">A key tenet of my view on brand success is that is is vital that a brand delivers what it promises.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">There is an excellent article in </span><a href="http://forbes.com/"><span style="color: #3d85c6;">Forbes.com</span></a><span style="color: #666666;"> (written by </span><a href="http://www.forrester.com/Kerry-Bodine"><span style="color: #3d85c6;">Kerry Bodin</span></a> <span style="color: #666666;">at Forrester) about how brands need to carefully match what they promise in their communications with what they are capable of delivering.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">The article talks about two airline ads:</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">A </span><a href="https://www.united.com/"><span style="color: #3d85c6;">United Airlines</span></a><span style="color: #666666;"> ad run a couple of years ago showing a dad (depicted as a cartoon character) being transformed into an unreal world where he slays dragons, receives a crown from 2 beautiful girls, etc. The implicit promise being - "You're going to feel like a king on our airline" - is one that United has had trouble living up to. </span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">There is clearly a massive gap between the promise and the reality. </span><br />
<span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span>
<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">In contrast a recent </span><a href="http://www.jetblue.com/"><span style="color: #3d85c6;">JetBlue</span></a><span style="color: #666666;"> ad pokes fun at airlines competitors by imposing buggage fees on unsuspecting New York taxi passengers who rapidly become irate. The ads explicit message is - "if you would't take it on the ground, don't take it in the air" - also has a promise behind it.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">This approach is totally in-sync with what the airline delivers.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">It isn't complicated. Check-out the </span><span style="color: #3d85c6;"><a href="http://brandexperiencematters.blogspot.co.uk/2009/01/driving-advocacy-is-not-just-job-of.html"><span style="color: #3d85c6;">PDD<span class="Apple-style-span" style="background-color: white; text-decoration: initial;">™</span></span></a><span style="background-color: white;"> </span></span></span><br />
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<li><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">If you over-promise it will result in disappointed consumers - who may not buy again.</span></li>
<li><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">If you deliver what you promise then you are more likely to have happy consumers who will buy again.</span></li>
<li><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">The winning approach however is to over-deliver your promise in a way that delights consumers. Delighted consumers are more likely to buy again and even tell their friends. This is a powerful way to build a sustainable competitive advantage.</span></li>
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">The Forbes article goes onto explain that brand organisations should map out their consumers' journeys and design ways to deliver at every stage. </span></span><br />
<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;"><br /></span></span>
<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">This echoes my thoughts on what I call the </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/01/driving-advocacy-is-not-just-job-of.html"><span style="color: #3d85c6;">path to advocacy</span> </a><span style="color: #666666;">framework.</span></span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">Why not use it and collaborate with the appropriate leaders in your organisation to ensure that great brand experiences are designed for each stage of the path; and that the whole organisation is focused on delivering and delighting.</span><br />
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<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com2tag:blogger.com,1999:blog-2070078911717276320.post-25869150298991770552013-01-29T13:48:00.002-08:002013-01-29T13:55:18.532-08:00Dancing babies helps get ad noticed<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/xTpv9lc_qMw" width="400"></iframe>
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">A</span><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">nother ad with dancing babies.</span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">It seems to be an effective way to get this Kit Kat ad </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/05/brand-experience-that-get-brand-noticed.html"><span style="color: #3d85c6;">noticed</span></a><span style="color: #666666;"> (<i>disclosure: Kit Kat are a client</i>).</span></span><br />
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">The </span><a href="http://www.prnewswire.com/news-releases/kitkat-launches-the-dancing-babies-campaign-187844251.html" style="background-color: white;"><span style="color: #3d85c6;">PR Newswire</span></a><span style="color: #666666;"> article says: Creative, Cute, Cool are the 'cornerstones' of this campaign.</span></span><br />
<span style="color: #666666; font-family: Georgia, Times New Roman, serif;"><br /></span><span style="color: #666666; font-family: Georgia, Times New Roman, serif;">1.6 million views in 2 weeks.</span><br />
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<span style="color: #666666; font-family: Georgia, Times New Roman, serif;">I can't argue with that.</span><br />
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<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com8tag:blogger.com,1999:blog-2070078911717276320.post-23036976673100806612013-01-06T05:56:00.003-08:002013-01-29T13:54:17.900-08:00 This great Fiat ad is being noticed by 'The Motherhood'<iframe allowfullscreen="allowfullscreen" frameborder="0" height="260" src="http://www.youtube.com/embed/eNVde5HPhYo" width="400"></iframe><br />
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<span style="font-size: small;"><span style="background-color: white; color: #666666; font-family: Georgia, Times New Roman, serif;">I love this car ad.</span><span style="background-color: white; color: #666666; font-family: Georgia, Times New Roman, serif;"> </span></span></h3>
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<span style="font-size: small;"><span style="background-color: white; color: #666666; font-family: Georgia, Times New Roman, serif;">It is fun and full of entertaining insight.</span><span style="background-color: white; color: #666666; font-family: Georgia, Times New Roman, serif;"> </span></span></h3>
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<span style="font-size: small;"><span style="background-color: white; color: #666666; font-family: Georgia, Times New Roman, serif;">The role of the Fiat 500L is relatively incidental but I am not sure that matters given that 'The Motherhood' - arguably the most important decision makers when it comes to car purchase - (and a lot of dads) are sharing it (over 2 million already).</span><span style="background-color: white; font-family: Georgia, Times New Roman, serif;"><span style="color: #666666;">I am sure this ad will continue to get </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/05/brand-experience-that-get-brand-noticed.html"><span style="color: #3d85c6;">noticed</span> </a><span style="color: #666666;">and talked about.</span></span></span></h3>
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<span style="background-color: white; font-family: Georgia, Times New Roman, serif; font-size: small;"><span style="color: #666666;">Thanks to the </span><a href="http://www.huffingtonpost.com/2013/01/04/fiat-motherhood-rap_n_2403360.html"><span style="color: #3d85c6;">Huffington Post</span></a><span style="color: #666666;"> for highlighting some other fun rap videos that are also worth watching:</span></span></h3>
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<li><span style="background-color: white; color: #3d85c6; font-family: Georgia, 'Times New Roman', serif; font-size: x-small;"><a href="http://www.youtube.com/watch?v=ql-N3F1FhW4">Swagger Wagon</a></span><span style="font-size: small;"> </span><span class="Apple-style-span" style="background-color: white; color: #666666; font-size: small;">(disclosure: Toyota are a client)</span></li>
<li><a href="http://www.youtube.com/watch?v=N_NspDWssIY&feature=player_embedded#!" style="background-color: white; font-family: Georgia, 'Times New Roman', serif;"><span style="color: #3d85c6; font-size: x-small;">The Parent RAP</span></a></li>
<li><span style="background-color: white; color: #3d85c6; font-family: Georgia, 'Times New Roman', serif; font-size: x-small;"><a href="http://www.youtube.com/watch?v=cvMvp7QbLUk" style="background-color: white; font-family: Georgia, 'Times New Roman', serif;">Dad Skills</a></span></li>
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<span style="font-family: Georgia, Times New Roman, serif;"><span style="background-color: white; color: #666666;">Nice one.</span></span><span style="font-family: Georgia, Times New Roman, serif; font-size: xx-small;">
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Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-33465004663967447602012-11-11T11:02:00.002-08:002012-11-12T00:49:41.947-08:00It is how brands make consumers feel that is really important<span style="color: #666666; font-family: Georgia, Century, Times, serif;"><span style="background-color: white; font-size: 12.727272033691406px; line-height: 20px;">I love this quote:</span></span><br />
<span style="background-color: white; font-family: Georgia, Century, Times, serif; font-size: 13px; line-height: 20px;"><span style="color: #666666;"><br /></span></span>
<span style="background-color: white; font-family: Georgia, Century, Times, serif; font-size: 13px; line-height: 20px;"><span style="color: #666666;">"People will forget what you said, people will forget what you did, but people will not forget how you made them feel." </span><i><a href="http://en.wikipedia.org/wiki/Maya_Angelou"><span style="color: #3d85c6;">Maya Angelou</span></a></i></span><br />
<span style="background-color: white; font-family: Georgia, Century, Times, serif; font-size: 13px; line-height: 20px;"><span style="color: #666666;"><br /></span></span>
<span style="color: #666666; font-family: Georgia, Century, Times, serif;"><span style="font-size: 12.727272033691406px; line-height: 20px;">For me, brand organisations should care most about how consumers feel about their brand. To do that the have to do something special. It takes planning and alignment of the whole organisation around all consumer touchpoints.</span></span><br />
<span style="color: #666666; font-family: Georgia, Century, Times, serif;"><span style="font-size: 12.727272033691406px; line-height: 20px;"><br /></span></span>
<span style="color: #666666; font-family: Georgia, Century, Times, serif;"><span style="font-size: 12.727272033691406px; line-height: 20px;">It not just about glossy TV ads. It not just about having a clever social media activity. It not just about a slick service department. It is about all these touchpoints working together and making consumers feel really good about every interaction with the brand.</span></span><br />
<span style="color: #666666; font-family: Georgia, Century, Times, serif;"><span style="font-size: 12.727272033691406px; line-height: 20px;"><br /></span></span>
<span style="font-family: Georgia, Century, Times, serif; font-size: 12.727272033691406px; line-height: 20px;"><span style="color: #666666;">Brands need to deliver experiences that </span><a href="http://brandexperiencematters.blogspot.co.uk/2011/02/richard-branson-knows-power-of-wow.html"><span style="color: #3d85c6;">WOW</span></a><span style="color: #666666;">. </span></span><br />
<span style="color: #666666; font-family: Georgia, Century, Times, serif; font-size: 12.727272033691406px; line-height: 20px;"><br /></span>
<span style="font-family: Georgia, Century, Times, serif; font-size: 12.727272033691406px; line-height: 20px;"><span style="color: #666666;">Check out </span><a href="http://brandexperiencematters.blogspot.co.uk/search?q=zappos"><span style="color: #3d85c6;">Zappos,</span></a><span style="color: #666666;"> who do this really well. Alternatively check out this </span><a href="http://www.slideshare.net/andrewweir/brand-experience-management-1930757"><span style="color: #3d85c6;">presentation</span></a><span style="color: #0b5394;">.</span></span><br />
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Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-43249691159566511632012-11-11T02:58:00.000-08:002012-11-11T11:05:53.605-08:00Consumers will remember a brand experience more readily than a load of brand facts<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6Y24nQa8bw-0hIPsEIzVKn0fRlDopHCTFSbzFW-ANgvq84RtawYf3ocaUuUPloF_spQFx2J9TQCeZ52k2u-tsezyufgJNjPMAE7yMBEkwAY5GUnUvCQ9j64zylWIzfPptNMfGtBzWyAw/s1600/EXPERIENCE.png.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6Y24nQa8bw-0hIPsEIzVKn0fRlDopHCTFSbzFW-ANgvq84RtawYf3ocaUuUPloF_spQFx2J9TQCeZ52k2u-tsezyufgJNjPMAE7yMBEkwAY5GUnUvCQ9j64zylWIzfPptNMfGtBzWyAw/s320/EXPERIENCE.png.jpg" width="320" /></a></div>
<span style="background-color: white; font-family: Georgia, Times New Roman, serif; line-height: 22.383333206176758px;"><span style="color: #666666;">In my first </span><a href="http://brandexperiencematters.blogspot.co.uk/search?updated-min=2008-01-01T00:00:00-08:00&updated-max=2009-01-01T00:00:00-08:00&max-results=4"><span style="color: #3d85c6;">Brand Experience Matters</span></a> <span style="color: #666666;">post in 2008 I wrote:</span></span><br />
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<span style="background-color: white; color: #666666; line-height: 20.78333282470703px;">“</span><a href="http://www.sideroad.com/Branding/what_is_brand.html" style="background-color: white; line-height: 20.78333282470703px; text-decoration: initial;"><span style="color: #3d85c6;">A brand</span><span style="color: #666666;"> is</span></a><span style="background-color: white; color: #666666; line-height: 20.78333282470703px;"> a collection of perceptions in the mind of the consumer”.</span><br style="background-color: white; line-height: 20.78333282470703px;" /><br style="background-color: white; line-height: 20.78333282470703px;" /><span style="background-color: white; color: #666666; line-height: 20.78333282470703px;">So, what shapes consumer perceptions?</span></span><br />
<span style="font-family: Georgia, Times New Roman, serif;"><span style="background-color: white; color: #666666; line-height: 20.78333282470703px;">A load of stuff will shape their perceptions but a key driver of it will be their experiences of a brand. It is each and every brand experience that shapes what the brand is in the mind of consumer.</span><span style="color: #666666;">Since I started writing about brand experiences in 2008 I have been trying to find a good articulation of the power of experiences...."</span></span><br />
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<span style="color: #666666;">I read an interesting post by </span><a href="http://skiddmark.com/author/steve/"><span style="color: #3d85c6;">Steve Davies's</span> </a><span style="color: #666666;">about content marketing (</span><a href="http://skiddmark.com/2012/11/which-automotive-brands-are-winning-the-content-marketing-race/"><span style="color: #3d85c6;">Skiddmark</span></a><span style="color: #666666;">) in which he says this about experiences:</span></span><br />
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<span style="background-color: white; line-height: 22.383333206176758px;"><span style="color: #666666;"><i>"We remember experiences more readily than facts, because experiences are more likely to be related to other experiences through one or more sensory triggers – the smell of a classic car reminds us of our childhood, the winding road in Jaguar’s F-TYPE video triggers memories of a favourite drive."</i></span></span></span><br />
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<span style="background-color: white; line-height: 22.383333206176758px;"><span style="color: #666666;">I like it. </span></span></span><br />
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<span style="background-color: white; line-height: 22.383333206176758px;"><span style="color: #666666;">This for me helps highlight why brand organisations need to place more focus on delivering brand experiences that </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-must-focus-on-delighting.html"><span style="color: #3d85c6;">delight consumers</span></a><span style="color: #666666;"> not just making a load of brand promises (claims, reasons to believe, 'facts', or whatever..) that are likely to be at best forgotten and at worst not believed. </span></span></span><br />
<span style="background-color: white; color: #333333; font-family: Georgia, serif; font-size: 13px; line-height: 20.78333282470703px;"><br /></span>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-18787439932238022262012-07-15T14:30:00.001-07:002012-07-16T01:36:46.467-07:00British Airways use Google to deliver personalised brand experience<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/M6VzhDE1Wso" width="400"></iframe>
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<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">This is a really nice use of </span><a href="http://www.blogger.com/%3Ciframe%20width=%22560%22%20height=%22315%22%20src=%22http://www.youtube.com/embed/M6VzhDE1Wso%22%20frameborder=%220%22%20allowfullscreen%3E%3C/iframe%3E"><span style="color: #3d85c6;">Google street view</span></a><span style="color: #666666;">.</span></span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.britishairways.com/travel/home/public/en_gb"><span style="color: #3d85c6;">British Airways</span></a><span style="color: #666666;"> (<i>disclosure: a client</i>) invites viewers to submit their address/postcode before viewing the ad.</span></span><br />
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">They can then watch the latest British Airways ad - showing a plane driving passed iconic parts of London (Houses of Parliament, the Chard, etc) - which ends up showing Google street view of the postcode/address entered.</span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">Check-out the </span><a href="http://taxi.ba.com/"><span style="color: #3d85c6;">link</span></a><span style="color: #666666;"> and use ZenithOptimedia's London office address (24 Percy Street, London) to see where I spend some of my time.</span></span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">This is a brand experience that will get </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/05/brand-experience-that-get-brand-noticed.html"><span style="color: #3d85c6;">noticed</span> </a><span style="color: #666666;">and get people </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-must-focus-on-delighting.html"><span style="color: #3d85c6;">talking</span> </a><span style="color: #666666;">about it.</span></span><br />
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<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-31493083912583695252012-07-09T15:32:00.002-07:002012-07-10T02:44:45.917-07:00Hot models get Abercrombie & Fitch video noticed<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/z5NRWM3FgqA" width="400"></iframe>
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<span style="color: #999999; font-family: Georgia, 'Times New Roman', serif;">What can I say...</span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #999999;">I guess this </span><a href="http://www.abercrombie.co.uk/"><span style="color: #3d85c6;">Abercrombie and Fitch</span></a><span style="color: #999999;"> video is spot on for it's brand and should appeal to it's core target consumer.</span></span><br />
<span style="color: #999999; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #999999;">It is getting the brand </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/05/brand-experience-that-get-brand-noticed.html"><span style="color: #3d85c6;">noticed</span> </a><span style="color: #999999;">with an impressive 7 million+ </span><a href="http://www.youtube.com/"><span style="color: #3d85c6;">Youtube</span></a><span style="color: #999999;"> views.</span></span><br />
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<span style="color: #999999; font-family: Georgia, 'Times New Roman', serif;">The store brand experience they deliver consumers - ' hench' models, queues to get in, dark lighting, loud music and indifferent customer service - isn't an approach that I'd typically recommend, but it seems to be a successful formula.</span><br />
<span style="color: #999999; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #999999;">At the very least it seems to be a film that people are sharing. A positive indicator of </span><a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-must-focus-on-delighting.html"><span style="color: #3d85c6;">advocacy</span></a><span style="color: #999999;">.</span></span><br />
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<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-20351523656130363952012-05-27T14:26:00.002-07:002012-05-28T06:14:51.073-07:00Hellmanns deliver an inspiring brand experience in-store<iframe allowfullscreen="" frameborder="0" height="300" mozallowfullscreen="" src="http://player.vimeo.com/video/41495369" webkitallowfullscreen="" width="400"></iframe><br />
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<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">This is a really smart idea from <a href="http://hellmanns.co.uk/#/fridge?WT.srch=1"><span class="Apple-style-span" style="color: #3d85c6;">Hellmann's</span></a>.</span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">In Brazil Hellmann's partnered with 100 stores and </span></span><span class="Apple-style-span" style="color: #666666;">installed software at the check-out that provided consumers with Hellmann's recipe ideas based on the other ingredients in their shopping basket.</span><br />
<span class="Apple-style-span" style="color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">A neat idea that provides consumers' a great brand experience at the moment they <a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-experiences-at-first-moment-of.html"><span class="Apple-style-span" style="color: #3d85c6;">buy</span></a>.</span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">I assume the objective was to drive usage.</span><span class="Apple-style-span" style="color: #666666;"> I guess it worked as sales increased 44%.</span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">Check the full story at <a href="http://mashable.com/2012/05/22/hellmans-recipe-campaign/"><span class="Apple-style-span" style="color: #3d85c6;">Mashable</span></a>.</span></span><br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com1tag:blogger.com,1999:blog-2070078911717276320.post-36594694088595720032012-04-18T13:32:00.000-07:002012-04-18T13:32:44.684-07:00This is one way to get noticed...Add Drama<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/vzoFXZ5pT1w" width="400"></iframe>
<span style="color: #666666;">This video is great fun.</span><br />
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<span style="color: #666666;">Imagine the situation.</span><br />
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<span style="color: #666666;">~You are in the centre of a small town in Belgium.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">~There is a large button that says: "Push button to add drama"</span><br />
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<span style="color: #666666;">What do you do?</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">Of course, you push the button....go on watch the video.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">What unfolds is over the top but the message is clear. </span><a href="http://www.tntdrama.com/"><span style="color: #3d85c6;">TNT</span></a><span style="color: #666666;"> - your daily dose of drama.</span><br />
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<span style="color: #666666;">A brand experience that people will </span><span style="color: #3d85c6;"><a href="http://brandexperiencematters.blogspot.co.uk/2009/10/brand-must-focus-on-delighting.html">talk about</a>.</span><br />
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<span style="color: #666666;">Good one.</span><br />
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~Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com2tag:blogger.com,1999:blog-2070078911717276320.post-31861084886377722892012-03-16T12:58:00.000-07:002012-03-16T15:35:26.557-07:00Mercedes invisible car works for me<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/ZIGzpi9lCck" width="400"></iframe>
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<span style="color: #666666;">I like this.[posted in <a href="http://theweek.com/article/index/225220/mercedes-impressive-invisible-car">The Week</a>]</span><br />
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<span style="color: #666666;">The idea is clever but the message is simple. A good combination.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">Anyone that saw the car when it was 'on tour' in Germany would have had a memorable and powerful brand experience. </span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">The 8+ million viewers that have seen it on <a href="http://www.youtube.com/watch?v=ZIGzpi9lCck">Youtube</a> will have had a different but engaging brand experience.</span><br />
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<span style="color: #666666;">Both will have helped drive <a href="http://brandexperiencematters.blogspot.com/2009/10/brand-must-focus-on-delighting.html">advocacy</a></span><br />
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<span style="color: #666666;">Nice one.</span></div>
</div>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-60017257358044380832012-03-05T13:34:00.000-08:002012-03-05T13:51:39.387-08:00Experience is the next Corporate Battleground<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy7h33MFEPgly376NkKE7fAasb5HzLzj4C7OrVtrmGaEJ9cGBZ8rN6A0ikDwp-v1n9ZWYwfifNH3o7yZNWd54W38229jwL_7NSi_QTrbsFVV594OrP1mxry8OBJMWmvUWyVlCGa8PjVtY/s1600/Tank.tiff" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="109" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy7h33MFEPgly376NkKE7fAasb5HzLzj4C7OrVtrmGaEJ9cGBZ8rN6A0ikDwp-v1n9ZWYwfifNH3o7yZNWd54W38229jwL_7NSi_QTrbsFVV594OrP1mxry8OBJMWmvUWyVlCGa8PjVtY/s200/Tank.tiff" width="200" /></a></div>
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">This is the type of headline I love. </span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">"Customer Experience: </span><a href="http://blogs.ocmetro.com/authors/customerfocus/"><span style="color: #3d85c6;">The Next corporate Battleground</span></a><span style="color: #666666;">".</span></span><br />
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Absolutely.</span><br />
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Brand organisations are starting to catch-on that it isn't enough anymore to focus all effort on traditional marketing. </span><br />
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">As the article says, they need to build an experience so extraordinary that it differentiates them from their competitors and inspires people to become advocates...</span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">To do that they need to build an operation that delivers fabulous brand experiences at every stage of what I call the </span><a href="http://brandexperiencematters.blogspot.com/2009/01/driving-advocacy-is-not-just-job-of.html"><span class="Apple-style-span" style="color: #3d85c6;">path to purchase</span><span class="Apple-style-span" style="color: #666666;">. </span></a></span><br />
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">The article mentions Apple and Zappos. Two brands organisations that dominate all articles about successful organisations that get it.
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<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Take a look at my previous posts on what these organisations do to win.</span><br />
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<span style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.zappos.com/"><span style="color: #3d85c6;">Zappos</span></a><span style="color: #666666;"> focus on </span><a href="http://brandexperiencematters.blogspot.com/2009/03/zappos-win-by-focusing-on-wowing.html"><span style="color: #3d85c6;">WOWing consumers</span></a></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.apple.com/uk/"><span style="color: #3d85c6;">Apple</span></a><span style="color: #666666;"> understand the importance of </span><span style="color: #3d85c6;"><a href="http://brandexperiencematters.blogspot.com/2009/01/apple-understand-importance-of-delivery.html"><span class="Apple-style-span" style="color: #3d85c6;">in-store delivery and delight</span></a>.</span></span><br />
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<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com1tag:blogger.com,1999:blog-2070078911717276320.post-11812584856634798272012-02-19T15:13:00.001-08:002012-02-19T15:13:23.647-08:00Loyalty programmes usually don't deliver positive brand experiences<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCqCnDEji50iwg1Si96wm6B-R3A72gn_M9NwfbwLsJzHSj0b8j9KG2zFMBz2YrpvpPdGAddRTvT1iGwqmjnlCxf2nvFsT0FK5gIfPtZF06RlPkkSFX-HiHFMTpKvbrR2qgd3mFklCtoDg/s1600/Money.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="138" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCqCnDEji50iwg1Si96wm6B-R3A72gn_M9NwfbwLsJzHSj0b8j9KG2zFMBz2YrpvpPdGAddRTvT1iGwqmjnlCxf2nvFsT0FK5gIfPtZF06RlPkkSFX-HiHFMTpKvbrR2qgd3mFklCtoDg/s200/Money.jpg" width="200" /></a></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">I have said before that </span><a href="http://brandexperiencematters.blogspot.com/2011/03/fanatical-loyalty-should-be-brands.html"><span style="color: #3d85c6;">fanatical loyalty</span></a><span style="color: #666666;"> should be a brands primary objective - but I am not a big fan of trying to do this via so called loyalty programmes.<o:p></o:p></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">Digital technology makes it easy to set them up but brand organisations should
think very carefully before doing so.<o:p></o:p></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">Too many loyalty programmes are looking for quick sales but do nothing more than
give regular purchasers discount cash-backs and coupons. <o:p></o:p></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">There is an interesting article from </span><a href="http://www.colloquy.com/breaking_view.asp?xd=9131"><span style="color: #3d85c6;">Colloquy</span></a><span style="color: #666666;"> about recent research that
shows that only 17% of consumers say loyalty programs are a "very
influential" factor in determining a purchase. They suggest that this
is because loyalty programmes have fallen into a trap of copying one another
with discount and cash-back rewards that increasingly look alike to consumers.<o:p></o:p></span></span></div>
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<span style="color: #666666; font-family: Arial, sans-serif; font-size: 13px;">Brands that get it wrong waste resource, turn-off consumers and lose margin.</span>
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<span style="color: #666666;"><span style="font-family: Arial, sans-serif; font-size: x-small;"><span style="line-height: 12.75pt;">If a brand does decide to set-up a loyalty programme it should focus on demonstrating that the brand </span><span style="line-height: 17px;">recognises and appreciates their</span><span style="line-height: 12.75pt;"> consumers loyalty by adding value to the brand experience delivered. <o:p></o:p></span></span></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">The Colloquy articles suggest three tips:<o:p></o:p></span></span></div>
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<li><span style="background-color: white; font-family: Arial, sans-serif; font-size: 10pt; line-height: 12.75pt;"><span style="color: #666666;">Give consumers what they want - smart analysis of consumer data makes
this possible.</span></span></li>
<li><span style="background-color: white; font-family: Arial, sans-serif; font-size: 10pt; line-height: 12.75pt;"><span style="color: #666666;">Make consumers feel special – give them a sense of VIP insider status.</span></span></li>
<li><span style="background-color: white; font-family: Arial, sans-serif; font-size: 10pt; line-height: 12.75pt;"><span style="color: #666666;">Keep it simple and be truly consumer-centric.</span></span></li>
</ol>
<br />
<div class="MsoNormal" style="background: white; line-height: 12.75pt; margin-bottom: 12.75pt;">
<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">There may be more effective ways to deliver positive brand experiences
that drive loyalty and potentially advocacy. </span><span style="color: #434343;"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white; line-height: 12.75pt; margin-bottom: 12.75pt;">
<span style="font-family: Arial, sans-serif; font-size: 10pt;"><span style="color: #666666;">Tread carefully.</span></span></div>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com2tag:blogger.com,1999:blog-2070078911717276320.post-75565441939052683132012-02-14T14:04:00.000-08:002012-02-14T14:08:47.292-08:00Great brands make a promise and exceed it<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5bsxYff-coHYfTMKxErNKYJY0Hf0hI1_LNCfwfNAah7nPsJRq6DU5sjNfALIxAYFitr12CLuL_HsdQw0hVExKa_DmYEfokPFwBpbtFzvfpH78BLP93eqSoMKzaXZnjte5cDN5xfPLGh4/s1600/Promise+Deliver+Delight+v2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5bsxYff-coHYfTMKxErNKYJY0Hf0hI1_LNCfwfNAah7nPsJRq6DU5sjNfALIxAYFitr12CLuL_HsdQw0hVExKa_DmYEfokPFwBpbtFzvfpH78BLP93eqSoMKzaXZnjte5cDN5xfPLGh4/s200/Promise+Deliver+Delight+v2.jpg" width="200" /></a></div>
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><a href="http://sethgodin.typepad.com/seths_blog/2012/01/what-youre-hoping-for-what-you-get.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+typepad/sethsmainblog+(Seth_s+Blog)"><span class="Apple-style-span" style="color: #3d85c6;">Seth</span></a> recently posted a great article.</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">One line jumped out at me:</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;">"The ability to delight and surprise is at the core of every beloved brand"</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;">Absolutely.</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;">This is what my </span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"><a href="http://brandexperiencematters.blogspot.com/2009/01/driving-advocacy-is-not-just-job-of.html"><span class="Apple-style-span" style="color: #3d85c6;">Promise Deliver Delight</span></a></span><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"> framework is all about.</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;">Seth goes on to say:</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;">"Research shows us that what people remember is far more important than what they experience. What's remembered:</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif; line-height: 19px;"></span><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">--the peak of the experience (bad or good) and,</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">
</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><div style="margin-bottom: 10px; margin-top: 10px; text-align: left;">
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">--the last part of the experience."</span></span></div>
<div style="margin-bottom: 10px; margin-top: 10px; text-align: left;">
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">Designing and delivering a great brand experience - that exceed the brand promise - should be the primary focus for a brand organisation that is looking to differentiate in an increasingly 'me too' world.</span></span></div>
<div style="margin-bottom: 10px; margin-top: 10px; text-align: left;">
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">This framework can help.</span></span></div>
</span>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-35763836697266167192012-01-29T09:16:00.000-08:002012-01-30T02:01:32.784-08:00British Airways have plans to make them smell better<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqXiDJ4M1zFCQ4cMl1rGbp_Geyxru7-xhgNzafRr_-YtkpVDz3n3fYSYYyRBBhsv8XstIIbU5BIQplquHcVru4y0wFZaKMqvqzsmKpVe2A_gm8ZmGV7i2ldKizOCFqg-DPnio3QIlAeYU/s1600/BA+smell.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="85" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqXiDJ4M1zFCQ4cMl1rGbp_Geyxru7-xhgNzafRr_-YtkpVDz3n3fYSYYyRBBhsv8XstIIbU5BIQplquHcVru4y0wFZaKMqvqzsmKpVe2A_gm8ZmGV7i2ldKizOCFqg-DPnio3QIlAeYU/s200/BA+smell.jpg" width="200" /></a></div>
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">I hear British Airways are planning to create a fragrance that they spray in their planes [</span></span><a href="http://www.business2community.com/branding/a-whiff-of-british-airways-0103356"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #3d85c6;">see article in Business 2 Community</span></span></a><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #3d85c6;">].</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">I like this idea.</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">It makes sense given that the smell of aeroplane chemicals and the body odour of other passengers are not always that pleasant.</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">Supermarkets have understood the positive power of smell for a long time, although it can attract some media flack [</span></span><a href="http://www.dailymail.co.uk/news/article-1261107/Supermarket-bakeries-just-loaf-tanning-salons.html"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #3d85c6;">Mailonline</span></span></a><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">]</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">I think it is a dimension of brand experience that can be very <a href="http://brandexperiencematters.blogspot.com/search?q=gin"><span class="Apple-style-span" style="color: #3d85c6;">powerfu</span></a><span class="Apple-style-span" style="color: #3d85c6;">l</span> when it evokes positive and fond experiences - think cut grass, burning fireplace, or home cooking.</span></span><br />
<br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">If British Airways get it right then good luck to them.</span><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"> I guess it is worth a try.</span><br />
<br />
<br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-85790683408081718022012-01-21T08:43:00.000-08:002012-01-21T11:28:04.305-08:00Real-time marketing paths the way to delight consumers<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWim8YFG_uWEe9p-9XED0Dw7CE3Y4bABdvs9xfoAmZU-N6MX2hX7Z0U4Kqvkb1caOdIfZh-XULbqhbrQ6EUaOEhYsmjZnUnn56oW9C7yNUgHize4kkxWsXC7op-zmX8BIKvQyN0OOatgI/s1600/Slide1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWim8YFG_uWEe9p-9XED0Dw7CE3Y4bABdvs9xfoAmZU-N6MX2hX7Z0U4Kqvkb1caOdIfZh-XULbqhbrQ6EUaOEhYsmjZnUnn56oW9C7yNUgHize4kkxWsXC7op-zmX8BIKvQyN0OOatgI/s200/Slide1.jpg" width="200" /></a></div>
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">There is an excellent article in </span><a href="http://www.adpulp.com/how-to-win-big-in-2012-create-exceptional-brand-experiences-for-your-clients-customers/"><span style="color: #3d85c6;">Adpulp</span></a><span style="color: #666666;">: </span><span style="background-color: white; color: #666666; line-height: 1.364em;">How To Win Big in 2012: Create Exceptional Brand Experiences For Your Clients’ Customers.</span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">The article talks about 'real-time marketing' and how companies have to <span style="background-color: white; line-height: 22px;">recognize that change as the new normal.</span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="background-color: white; line-height: 22px;"><br /></span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="background-color: white; line-height: 22px;">I totally agree.</span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">The artticle tells a fabulous story about how </span><a href="http://www.porterhousenewyork.com/"><span style="color: #3d85c6;">Porterhouse Steakhouse</span></a><span style="color: #666666;"> made </span><span style="background-color: white; color: #666666; line-height: 22px;">real-time one-to-one marketing possible by listening on Twitter. They basically saw a tweet from a fan jokingly asking for a Porterhouse after a hard days travelling (he had just landed at an airport 23 miles away). They responded by sending out a </span><span style="background-color: white; color: #666666; line-height: 22px;"> tuxedo-clad waiter to meet him with his requested steak.</span></span><br />
<span style="background-color: white; line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="background-color: white; line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">As the article says, this is textbook case of 'surprise and delight'.</span></span><br />
<span style="background-color: white; line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="background-color: white; line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">I love it.</span></span><br />
<span style="background-color: white; line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666; line-height: 22px;">This type of brand behaviour is at the heart of what I mean when I say that to win</span><span style="line-height: 22px;"><span style="color: #666666;"> brands need to </span><a href="http://brandexperiencematters.blogspot.com/2009/10/brand-must-focus-on-delighting.html"><span style="color: #3d85c6;">surprise / delight / WOW</span></a><span style="color: #666666;"> their consumer.</span></span></span><br />
<span style="line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 22px;">We live in a time where there is huge opportunity to listen (to consumer's social conversations) and respond. </span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 22px;"><br /></span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 22px;">B</span><span style="line-height: 22px;">rand </span><span style="line-height: 22px;">organisations</span><span style="line-height: 22px;"> that get this and start to deliver brand experiences like the Porterhouse story will win, because it will drive advocacy and usually loyalty.</span></span><br />
<span style="line-height: 22px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="color: #050505; font-family: Arial, 'Helvetica Neue', Helvetica, sans-serif;"><span style="font-size: 14px; line-height: 22px;"><br /></span></span>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-76094830992583181912012-01-08T09:23:00.000-08:002012-01-10T14:08:29.473-08:005 Experience Enhancers That will Build Competitive Advantage<div style="text-align: justify;">
<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">There is an excellent article in </span><a href="http://www.forbes.com/sites/forbesleadershipforum/2012/01/06/the-key-to-customer-loyalty-the-total-shopping-experience/"><span style="color: #3d85c6;">Forbes</span></a><span style="color: #666666;"> written by executives at </span><a href="http://www.pwc.com/"><span style="color: #3d85c6;">PricewaterhouseCooper</span></a><span style="color: #666666;">: </span></span></div>
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="color: #666666;"><span style="font-family: Georgia, 'Times New Roman', serif;">"</span><span style="font-family: Georgia, 'Times New Roman', serif;">The Key to Customer Loyalty: The Total Shopper Experience."</span></span></div>
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">The article offers excellent advice based on a study by PcWs <span style="line-height: 24px; text-align: left;">that is designed to help businesses identify often hidden sources of value that lead to exceptional, differentiating customer experiences.</span></span></div>
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></div>
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="text-align: left;"><span style="line-height: 24px;">They recommend developing an experience action plan that’s built on the customer knowledge - extracted from your loyalty program—and that activates the following five “experience enhancers”. These points echo many of the things I have said in my previous posts:</span></span></span></div>
<div style="text-align: justify;">
</div>
<ul>
<li><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 20px; text-align: left;"><span style="color: #666666;">Focus first and foremost on the shopper experience - </span><a href="http://brandexperiencematters.blogspot.com/2009/01/apple-understand-importance-of-delivery.html"><span style="color: #3d85c6;">front line staff are key</span></a></span></li>
<li><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 20px; text-align: left;"><span style="color: #666666;">Make satisfied customers your brand ambassadors - </span><a href="http://brandexperiencematters.blogspot.com/search?q=what+would+google+"><span style="color: #3d85c6;">your customer can be your best advertising</span></a></span></li>
<li><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><span style="font-family: Georgia, 'Times New Roman', serif;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><span style="color: #666666;">Help consumers avoid risk - </span><a href="http://www.blogger.com/goog_1310271062"><span style="color: #3d85c6;">remove any </span></a></span></span></span></span><span style="line-height: 20px; text-align: left;"><span style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://brandexperiencematters.blogspot.com/2009/03/zappos-win-by-focusing-on-wowing.html"><span style="color: #3d85c6;">psychological hurdles to making a purchase</span></a><span style="color: #666666;">, e.g. shipping costs</span></span></span></li>
<li><span style="text-align: left;"><span style="font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 20px;"><span style="color: #666666;">Embrace the any-time, anywhere economy - </span><a href="http://brandexperiencematters.blogspot.com/2009_08_01_archive.html"><span style="color: #3d85c6;">make it easy to search and find you</span></a></span></span></span></li>
<li><span style="font-family: Georgia, 'Times New Roman', serif; line-height: 20px; text-align: left;"><span style="color: #666666;">When something bad happens, fix it - </span><a href="http://brandexperiencematters.blogspot.com/2009/04/dominoes-employees-rapidly-deliver.html"><span style="color: #3d85c6;">bad news travels fast</span></a></span></li>
</ul>
<br />
<div style="text-align: justify;">
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; line-height: 20px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-image: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">They end by saying: "</span></span></span></span></span><span style="line-height: 24px; text-align: left;">Businesses that understand what their customers value most in the purchasing experience, and that build strong psychological bonds with them, will pull ahead of their rivals and strengthen their customer loyalty."</span></span></div>
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<span style="line-height: 24px; text-align: left;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></div>
<div style="text-align: justify;">
<span style="line-height: 24px; text-align: left;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">This is great advice. </span></span></div>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-66301916487941569432011-12-30T11:47:00.000-08:002012-01-08T08:54:35.171-08:00Apple, Disney and Google are top experience brands<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-xqit_NEpWh8/Tv4L-SM-kRI/AAAAAAAAAg8/4h2HNm7STmA/s1600/Slide1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="300" src="http://2.bp.blogspot.com/-xqit_NEpWh8/Tv4L-SM-kRI/AAAAAAAAAg8/4h2HNm7STmA/s400/Slide1.jpg" width="400" /></a></div>
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">I borrowed the idea for this chart from the recently published </span><a href="http://www.jackmorton.com/pdf/jack-morton-wp-bestexpbrands.pdf"><span class="Apple-style-span" style="color: #3d85c6;">Best Brand experiences study</span></a><span class="Apple-style-span" style="color: #666666;"> (</span><a href="http://www.jackmorton.com/"><span class="Apple-style-span" style="background-color: white; color: #3d85c6;">Jack Morton</span></a><span class="Apple-style-span" style="color: #666666;">).</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">It highlights the different types of brand experiences that can influence a consumer.</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">It matches fairly closely the experiences I write about on the </span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://brandexperiencematters.blogspot.com/2009/01/driving-advocacy-is-not-just-job-of.html"><span class="Apple-style-span" style="color: #3d85c6;">path to advocacy</span></a></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">:</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"><br /></span></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Notice - discovery experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Choose - digital experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Buy - shopping experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Use - product experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Loyal - customer experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Fan - community experience</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">The key point is that brand organisations need to consider the experiences they are delivering at all touchpoints. They then have to ensure that they are consistent, differentiating and ideally delightful.</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">That is how brands win consumer loyalty and advocacy.</span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Check out the study to see why the following brands appear in the top ten</span><br />
<ol>
<li><span class="Apple-style-span" style="color: #3d85c6; font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.apple.com/uk/">Apple</a></span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Disney</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Google</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Microsoft</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Mercedes</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Coca-Cola</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Sony and IKEA</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">BMW</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Amazon</span></li>
<li><span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Louis Vuitton</span></li>
</ol>
<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">Also check my previous posts showing which brands win in other similare studies: </span><br />
<ol>
</ol>
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">Beyond Philosophy: </span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://brandexperiencematters.blogspot.com/2011/09/surprise-surpriseapple-deliver-most.html" style="background-color: white;"><span class="Apple-style-span" style="color: #3d85c6;">Most admired customer experience</span></a></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;"> - Apple, Amazon and Zappos</span></span><br />
<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #666666;">Nunwood: </span><a href="http://brandexperiencematters.blogspot.com/2011/10/great-customer-experience-is-ultimate.html"><span class="Apple-style-span" style="color: #3d85c6;">Top 100 brand for customer experience</span></a><span class="Apple-style-span" style="color: #666666;"> (UK) - Amazon, John Lewis and Virgin</span></span><br />
<span class="Apple-style-span" style="color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="color: #666666;"><br /></span><br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com1tag:blogger.com,1999:blog-2070078911717276320.post-63350138723489829132011-12-30T10:31:00.000-08:002011-12-30T10:37:28.984-08:00British Airways were listening to me..<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="color: #666666;">I regularly travel with </span><a href="http://www.britishairways.com/travel/home/public/en_gb?DM1_Mkt=UK&DM1_Channel=PPC&DM1_Campaign=Masterbrand&gclid=CPqxsYu2qq0CFcMMtAodp3YHmA"><span class="Apple-style-span" style="color: #3d85c6;">British Airways</span></a><span class="Apple-style-span" style="color: #666666;">, and am an executive club member and fan (</span><a href="http://brandexperiencematters.blogspot.com/search?q=british+airways"><span class="Apple-style-span" style="color: #3d85c6;">check out my posted from March 2009</span></a><span class="Apple-style-span" style="color: #666666;">).
</span></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;">I was very impresssed by how they recently handled a tweet I wrote about being bumped-off one of their flights.</span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-sp6Hml-3B8E/Tv4A1E9pXQI/AAAAAAAAAgw/B4MR3eQsAdM/s1600/Twitter+page1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="background-color: white; color: #666666;"><img border="0" height="303" src="http://3.bp.blogspot.com/-sp6Hml-3B8E/Tv4A1E9pXQI/AAAAAAAAAgw/B4MR3eQsAdM/s320/Twitter+page1.jpg" width="320" /></span></a></div>
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;">This is a great example of a smart brand organisation that have a social media startegy, including social listening tools, that can help them respond to customer issues.</span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;">Consumers will usually forgive a brand that says 'sorry'. </span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;"><br /></span><br />
<span class="Apple-style-span" style="background-color: white; color: #666666;">Full marks to British Airways.</span><br />
<span class="Apple-style-span" style="color: #666666;"><br /></span>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-27388001177018855232011-11-27T10:29:00.001-08:002012-01-08T09:24:36.300-08:00Dominoes app delivers a great take-away<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/NVyIslpS87Y" width="400"></iframe>
<br />
<span style="color: #666666;">This iPad app is an obvious but inspired idea from </span><a href="http://www.dominos.co.uk/"><span style="color: #0b5394;">Dominoes Pizzas</span></a><span style="color: #666666;"> (the best ideas often are).</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">The app enables consumers to create their own pizza, win points, be social, etc.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">Oh yes, Dominoes will also deliver the pizza you create.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">What a great brand experience for the consumer.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">What a smart idea that they will </span><a href="http://brandexperiencematters.blogspot.com/2009/10/brand-must-focus-on-delighting.html"><span style="color: #0b5394;">tell their friends</span></a><span style="color: #666666;"> about.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">What a great way to improve operational efficiency (less telephone calls, etc).</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">Nice one.</span><br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-33680418393585332712011-11-27T10:13:00.001-08:002011-11-27T10:25:31.600-08:00Coke ads usually make me smile - that must be a good thing<iframe allowfullscreen="" frameborder="0" height="225" src="http://www.youtube.com/embed/9dHOzw5KSlE" width="400"></iframe>
<br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">This is a nice ad.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">It is classic </span><a href="http://www.coca-cola.com/index.jsp"><span style="color: #0b5394;">Coke</span></a><span style="color: #3d85c6;">.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">Engaging and up-beat.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">It makes you feel good about drinking one.</span><br />
<br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com1tag:blogger.com,1999:blog-2070078911717276320.post-89495875807010810382011-11-21T12:48:00.001-08:002011-11-21T13:06:28.829-08:00Brand purpose is vital to ensure organisation is in sync<span style="font-family: Georgia, 'Times New Roman', serif;"><span style="color: #666666;">This is a good post [</span><a href="http://www.thejakartaglobe.com/business/martin-roll-spelling-out-a-companys-mission-can-help-turn-it-into-reality/479683"><span style="color: #0b5394;">Jakara Globe</span></a><span style="color: #666666;">] that spells out why it is important to have a clearly defined vision and mission.</span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;">This quote says it all:</span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span><br />
<span style="background-color: white; line-height: 17px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><i>"One of the most important and often overlooked factors that separate industry-leading iconic brands from the pack is their guiding corporate mission and vision."</i></span></span><br />
<span style="background-color: white; line-height: 17px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="background-color: white;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 17px;">If a brand organisation's vision is based on how to value and treat consumers (which most are) it is a recipe for success.</span></span></span><br />
<span style="background-color: white; line-height: 17px;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><br /></span></span><br />
<span style="background-color: white;"><span style="font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 17px;"><span style="color: #666666;">If everyone in a brand organisation knows how they should engage with consumers in a considered and consistent way, particularly if the focus is on </span><a href="http://brandexperiencematters.blogspot.com/2009/01/driving-advocacy-is-not-just-job-of.html"><span style="color: #0b5394;">delighting</span></a><span style="color: #666666;"> them (such as brands like Singapore Airlines, </span><a href="http://brandexperiencematters.blogspot.com/search?q=zappos"><span style="color: #0b5394;">Apple and Zappos</span></a><span style="color: #666666;">) then every brand experience their consumers have is more likely to lead to improved loyalty and potentially advocacy.</span></span></span></span><br />
<span style="background-color: white;"><span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 17px;"><br /></span></span></span><br />
<span style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span style="line-height: 17px;">A winning force for sustainable sales success.</span></span>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-87055471938544411772011-11-13T12:16:00.000-08:002011-11-13T12:22:00.898-08:00John Lewis create another sensational Christmas TV ad<iframe allowfullscreen="" frameborder="0" height="240" src="http://www.youtube.com/embed/pSLOnR1s74o" width="400""></iframe><br />
<br />
<span style="color: #666666;"><a href="http://www.johnlewis.com/">John Lewis</a> have done it again.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">I posted 2 years ago about their <a href="http://brandexperiencematters.blogspot.com/2009/11/remember-how-christmas-used-to-feel.html">Christmas TV</a> which I loved.</span><br />
<span style="color: #666666;"><br /></span><br />
<span style="color: #666666;">I think years TV ad is even better.</span><br />
<br />Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-7421196582188591422011-10-17T10:56:00.000-07:002011-10-17T11:23:38.031-07:00Time shift viewing is fast becoming a real challenge for brands<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiiufhgn25Eb0T9C2lqtR3I0b4zaQkbY7AOUrnqh5aNW2eLcZORaGAtYrfpFvlCns-VMs7rU47R39xJAQjgmohddu_yw9QD9LBp-dKL98rNc2fRlUMKqM_cNbUkdx0mdbq2ZodBXYzJFA/s1600/TV+viewing.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 200px; height: 126px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiiufhgn25Eb0T9C2lqtR3I0b4zaQkbY7AOUrnqh5aNW2eLcZORaGAtYrfpFvlCns-VMs7rU47R39xJAQjgmohddu_yw9QD9LBp-dKL98rNc2fRlUMKqM_cNbUkdx0mdbq2ZodBXYzJFA/s200/TV+viewing.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5664528221817527762" /></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;">A </span></span><a href="http://zenithoptimedia.blogspot.com/2011/10/timeshift-tv-accounts-for-10-of-uk.html?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed:+Zenithoptimedia+(ZenithOptimedia+Blog)"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#3366FF;">Guardian article</span></span></a><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;"> recently pointed out that in UK TV time shift is now 10% of viewing.<br /><br />This is not a new news.<br /></span></span><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;"><br /></span></span></div><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;">The media communications industry - and our clients - are very aware of this challenge.<br /><br />What is new is that distribution is accelerating (<a href="http://tivo.virginmedia.com/?buspart=googlesearch&utm_source=google&utm_medium=cpc&utm_term=tivo&utm_campaign=14%20-%20Product:%20TV&gclid=CO2s8_-o8KsCFYQf4Qod3XLzGw"><span class="Apple-style-span" style="color:#3366FF;">Tivo</span></a>, <a href="http://www.sky.com/"><span class="Apple-style-span" style="color:#3366FF;">Sky +</span></a>, etc) and viewers are fast starting to learn new habits - so things are changing very rapidly.<br /><br />To be honest, based on my observations (albeit sample size of one) 10% seems small.<br /><br />In my household on Saturday night we record <a href="http://xfactor.itv.com/"><span class="Apple-style-span" style="color:#3366FF;">X factor</span></a> and, as a family, sit down to watch the programme 15 minutes behind real time. That way we can fast forward through all the ads but still get to the end by the time it is broadcast live.<br /><br />The recent <a href="http://www.rugbyworldcup.com/"><span class="Apple-style-span" style="color:#3366FF;">rugby world cup</span></a> was another example about how my family viewing habits have changed. Again, we start viewing 15 minutes late so we can fast forward through the annoying ad break just before kick-off and the subsequent half time breaks. That way by the second half we are watching the game in real time.<br /><br />I think we are at a tipping point and acceleration over the next few years will become even more rapid - particularly with the important younger targets (everyone under 35s).<br /><br />So, what to do?<br /><br />TV remains one of the most effective communication channels to deliver mass awareness to attract new customers/acquisitions.<br /><br />It is therefore becoming even more critical that brand organisations consider how to deliver life beyond conventional TV.<br /><br />This is where digital come in.</span></span><div><span class="Apple-style-span" style=" ;font-size:small;"><span class="Apple-style-span" style="color:#666666;"><br /></span></span></div><div><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;">Brand organisations need to review the first to stages of the path to advocacy (<a href="http://brandexperiencematters.blogspot.com/2009/05/brand-experience-that-get-brand-noticed.html"><span class="Apple-style-span" style="color:#3366FF;">notice and choose</span></a>) - and work out how to deliver persuasive brand experiences using TV content that will have a life in social media beyond paid for advertising. </span></span><br /></div><div><span class="Apple-style-span" style="font-size:small;"><span class="Apple-style-span" style="color:#666666;"><br /></span></span></div>Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0tag:blogger.com,1999:blog-2070078911717276320.post-57613684054317984852011-10-06T12:02:00.000-07:002011-10-07T02:17:15.870-07:00Great Customer Experience is the Ultimate Brand Experience - Top 100 UK<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDuRV4E81dzKtsZg0henxb4mV2XMeW-SCNp76hTymYXZsSfxBFdtPbMWzlDfP55rgRP3wOlG1ymSvgU0zB1ySBjj1zythPmBugxWEQbNLqSivG1tfNpBV0IyzzaqIDSl6RyEYLhuNk0CE/s1600/Successful+customer+experiences.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="140" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDuRV4E81dzKtsZg0henxb4mV2XMeW-SCNp76hTymYXZsSfxBFdtPbMWzlDfP55rgRP3wOlG1ymSvgU0zB1ySBjj1zythPmBugxWEQbNLqSivG1tfNpBV0IyzzaqIDSl6RyEYLhuNk0CE/s200/Successful+customer+experiences.jpg" width="200" /></a></div>
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<span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="yiv288225112Apple-style-span"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;">Hot on the heals of my last post, about t</span></a><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;">he </span></a><a href="http://www.blogger.com/goog_205428584"><span class="Apple-style-span" style="color: #0b5394;">m</span></a></span></span></span></span></span><span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="background-color: white;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://brandexperiencematters.blogspot.com/2011/09/surprise-surpriseapple-deliver-most.html"><span class="Apple-style-span" style="color: #0b5394;">ost admired customer experience</span></a></span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;"> </span></a></span></span></span><span class="yiv288225112Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;">companies in USA, I came across a </span></a></span></span><span class="yiv288225112Apple-style-span" style="outline-color: initial; outline-style: none; outline-width: initial;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #0b5394;">Marketing Week</span></span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;"> </span></a></span></span></span><span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="yiv288225112Apple-style-span" id="yui_3_2_0_1_1317923799953204" style="background-color: white;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;">article this week highlighting the top 100 UK brands for customer experience (survey by </span></a><a href="http://www.blogger.com/goog_205428580"><span class="Apple-style-span" style="color: #666666;">Nunwood</span></a><span class="Apple-style-span" style="color: #666666;">).</span></span></span></span></div>
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<span class="Apple-style-span" style="color: #666666; font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: black; font-family: 'Times New Roman';"><span class="Apple-style-span" style="color: black;"><span class="yiv288225112Apple-style-span" id="yui_3_2_0_1_1317923799953204" style="background-color: white; color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"></span></span></span></span>Here is the ranking:</span></div>
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<span class="yiv288225112Apple-style-span"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">1</span></span><span class="Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Amazon</span></span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">2. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">John Lewis</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">3. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Virgin Atl</span></span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">antic</span></div>
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<span class="yiv288225112Apple-style-span" style="outline-color: initial; outline-style: none; outline-width: initial;"><span class="Apple-style-span" style="color: #444444;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">4. </span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Emirates</span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">5. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Marks & Spencer</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"></span></span></span><span class="Apple-style-span" style="color: #444444; font-family: Georgia, 'Times New Roman', serif;">6. M&S Simply Food</span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">=7. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Millies Cookies</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">=7. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Greggs</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">9. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Hilton</span></span></span></span></span></span><br />
<span class="yiv288225112Apple-style-span" style="color: #444444;"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"></span></span></span>10. </span></span><span class="yiv288225112Apple-style-span"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Krispy Kreme</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">The Marketing Week article then makes an important statement:</span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><b><i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"Great customer service is the ultimate brand experience. Consumers on the receiving end of a positive retail experience may spend more than they intend, come back for more and tell their friends."</span></i></b></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Absolutely. ..</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">This is what I go on about all the time.</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">The success of these brands is clear evidence that </span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">building an organisation that is capable of delivering winning brand experiences at every stage of the consumer journey is a winning strategy.</span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></div>
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<span class="yiv288225112Apple-style-span"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">If you are serious about achieving success like these brands than consider the consumer experience at every stage of the </span></span><span class="yiv288225112Apple-style-span"><a href="http://brandexperiencematters.blogspot.com/2009/01/driving-advocacy-is-not-just-job-of.html"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #0b5394;">Path to Purchase</span></span></a></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"> </span><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">and think how you can WOW them.</span></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Also, check-out the Marketing Week article because it has a number of interesting insights into the actions of some of the top 100 brands.</span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><br /></span></span></div>
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<span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Here are some examples:</span></span></div>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"John Lewis encourages consumers to interact with the brand through well-trained store staff"</span></span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"> </span></blockquote>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="yiv288225112Apple-style-span" style="color: #666666;"></span></span></span><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"People find that the Richer Sounds staff are concerned about meeting their needs rather than selling the most expensive item"</span></span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"> </span></blockquote>
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<span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="yiv288225112Apple-style-span" style="color: #666666;"></span></span></span><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"Virgin’s staff are generally felt to be fantastic....</span></span><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">Virgin has become a customer service case study for other brands aiming to humanise their operations</span></span><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"</span></span></span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"> </span></blockquote>
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<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="yiv288225112Apple-style-span" style="color: #666666;"></span></span><span class="yiv288225112Apple-style-span" style="color: #666666;"><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"We have found that what people love about Millie’s Cookies is </span></span><span class="yiv288225112Apple-style-span" style="line-height: 16px;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">the variety, choice, personalisation and the fact that we don’t come across as a big corporate brand" <a href="http://www.marketingweek.co.uk/analysis/features/the-brands-that-run-rings-around-their-rivals/3030720.article">http://www.marketingweek.co.uk/analysis/features/the-brands-that-run-rings-around-their-rivals/3030720.article</a></span></span></span></blockquote>
Andrew Weirhttp://www.blogger.com/profile/11360993796407878142noreply@blogger.com0