Our perspectives on igniting brand promises

Articles that may help your organization's brand alignment efforts.

Is Your Customer Promise Gold-Medal Worthy?

Is Your Customer Promise Gold-Medal Worthy?

Big media events like the Olympics bring out the heavy-hitters when it comes to delivering brand messages. For more than two weeks straight, brands take advantage of captive audiences who are eager to witness the excitement and drama of the games. When the games are over and consumers have absorbed repeated messages through commercials, print ads, social media and logos at event venues, will ...  Read More »
customer experience strategy

Increase Sales through a Signature Customer Experience

In an earlier post, we focused on the power of a signature customer experience in various types of consumer and B-to-B applications. This post will focus on the immediate sales wins that are possible with the signature experience and the customer perspective of being the recipient of a well-crafted signature experience. In addition to the opportunity to create a strong brand impression for the future, the ...  Read More »
Brand Communication

The Most Important Tool For Brand Communication

Communicating in large organizations can often feel like that old game of telephone. Messages get distorted and misinterpreted as they are delivered through various channels and by an assortment of people with communication accountabilities. The teams in charge of communicating often think they’re delivering the right message and usually have good intentions. However, by the time a message is churned and reprocessed, the original ...  Read More »
Marketing vs. Service: Bridging the Gap

Marketing vs. Service: Bridging the Gap

We have all experienced it. A slick new marketing campaign peaks our interest in a product or service. It’s usually a bold promise about what we can expect if we purchase a product or sign up for a service. We take the chance, engage with the business and immediately start seeing gaps between what they promised and the actual experience. What happened? Where did ...  Read More »
signature customer experience

The Power of the Signature Customer Experience

When you walk into a Safeway grocery store and are invited to use a custom shopping app to enjoy extra savings at the checkout line, and are then personally handed the receipt as the clerk says “Mr. Kennedy, you saved twenty three dollars and fifteen cents on this visit,” you are experiencing a signature customer experience. When you check into your Hyatt hotel room ...  Read More »
Getting Real About Culture: Five Truths to Consider

Getting Real About Culture: Five Truths to Consider

Culture. It’s one of those buzzwords that gets thrown around regularly at organizations of all sizes. Most leaders acknowledge that a strong culture can mean the difference between outstanding and mediocre results, yet plenty of organizations struggle when it comes to building a culture that has staying-power. Share on LinkedIn Share Share on TwitterTweet Share on Facebook Share ...  Read More »
How Agile Organizations Embrace Change

How Agile Organizations Embrace Change

Humans are wired to resist change. Generally we’d much rather maintain the status quo than undergo a change – even if it offers new opportunity and possibility. In today’s business world, change is inevitable. Organizations that embrace change are those that typically deliver the best results and have the strongest brands. These are the organizations that can quickly reinvent themselves when the business strategy ...  Read More »
How to Build Customer Loyalty through Moments of Surprise and Delight

How to Build Customer Loyalty through Moments of Surprise and Delight

When you’re a customer, it’s fun to be surprised and delighted by an experience that’s been personalized just for you. Maybe it’s your favorite deli that remembers you don’t like mustard on your sandwich. Or a visit to your physician’s office for a routine check-up. The nurse remembers you’re an avid hiker and asks about your recent outdoor adventures as she takes your vitals ...  Read More »
Who Owns the Employment Brand and Employee Value Proposition?

Who Owns the Employment Brand and Employee Value Proposition?

Creating an effective employee value proposition (EVP) and employment brand (EB) means making space for a lot of cooks in the kitchen. The EVP and EB require a special blend of expertise in human resources, marketing, branding, strategy, and communication. Ultimately it requires aligning various stakeholders behind your external brand in a way that effectively communicates internally to current employees and externally to prospects ...  Read More »
How to Eliminate Silos in an Organization

How to Eliminate Silos in an Organization

“There are too many silos in our organization.” We often hear this from clients, and it seems to be the natural order of things in most large organizations. Lots of teams and departments focusing on individual agendas with little to no understanding of what’s happening elsewhere in the organization. From an employee perspective, these silos can mean you’re bombarded with competing messages and nothing ...  Read More »

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