Our perspectives on igniting brand promises

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

service recovery

Increasing Brand Loyalty Through Service Recovery

Recently I visited the drive-thru of that popular national coffee chain that people seem to either love or hate. I drove away with my drink, not thinking twice. However, a mile down the road when my coffee was cool enough to taste, I realized they screwed up my order. As someone who works with companies to align behind their brand promises, I find it ...  Read More »
unify culture

How to Unify Culture in Healthcare

One of the realities, and many would say opportunities, in healthcare today, is consolidation. Consolidation comes in many forms. Financial consolidation, operational consolidation, brand consolidation, etc. This post will focus on cultural consolidation. Cultural consolidations come in many forms and orders of magnitude. A cultural consolidation can be as simple as two different departments, or groups of workers, coming together as a merged department ...  Read More »
rule breaking brands

How Confident Brands Break all the Rules

Brands that align behind their customer promise are those that truly walk their talk. They consistently deliver what customers expect while also surprising audiences with new offerings and groundbreaking approaches to doing business. What’s interesting about many aligned brands is the confidence in which they operate. They make it seem so easy.  There’s almost a swagger – a sense of invincibility. While they certainly ...  Read More »
unmet customer expectations

When Customer Expectations Are Not Met

I spoiled myself and my lovely bride with a new car a few years ago. With all the options and complexities that go with modern motor vehicles, I decided to purchase a $2,500 extended warranty package that covered “everything” for 7 years/100,000 miles, and I also purchased lifetime synthetic oil changes. I felt reassured that I had paid ahead of time for the dealership ...  Read More »
healthcare continuum

Delivering the Brand Promise Across the Healthcare Continuum, Part 2

To read part 1 in this series, click here. The opposite side of a brand promise is a consumer belief. Healthcare organizations, like all organizations, overtly or inadvertently make a promise of what a consumer can expect when they interact with the brand. The consumer builds a belief around an organization keeping its promise based on their collective experiences with the brand. Promise made ...  Read More »
healthcare system brands

Delivering the Brand Promise Across the Healthcare Continuum, Part 1

With healthcare spending quickly advancing towards 20 percent of the GDP in the US, and consumers having more choice about how they receive their care than ever before, the relevance of a meaningful, positive and differentiated brand for healthcare organizations is of utmost importance. Consistent delivery of a brand promise is challenging enough in companies that have a similar delivery model across the organization ...  Read More »
resilient brands

How Resilient Brands Recover from the Unexpected

At any given moment, it seems there are always a few brands making headlines for something undesirable. It could be a social media faux pas, a senior leader in the spotlight for unscrupulous behavior or an angry customer who went viral with a frustrating experience. The fact is that even the strongest, most popular brands are not immune from unpredictable bumps. Stuff happens. Employees ...  Read More »
simplify brand promise

How Simple and Clear is Your Brand Promise?

It’s a New Year and a renewed identity and simplified brand promise for the Kennedy Global team. In the past, we’ve described our work as Internal-External Brand Alignment or IEBA. While that remains the cornerstone of our work and expertise, our new brand driver describes it in even simpler terms: Ignite Your Brand Promise. To borrow a phrase from one of our favorite clients: ...  Read More »
Employment Brand

Differences Between Employee Value Proposition and Employment Brand

As part of our work with multinational companies and global brands we have seen a steady increase over the past five years in the topics of employee value proposition (EVP) and employment brand (EB). Many organizations have begun to define the employee experience in their company, and many have taken steps to add internal departments focused on the work of branding and communicating this experience. We ...  Read More »
Signature Service Experience

Tips for Infusing a Service Model into Your Business

A signature service experience is an incredible way to build strong emotional connections with customers and increase the value and recognition of a brand. The success of that experience, however, goes far beyond the service model itself and really comes to life when the entire organization can align behind the experience in every facet of the business. A successful service model should extend beyond ...  Read More »