In a world where popularity is the ‘it’ metric for so many marketers, have you really thought through how your brand would cope if all your wishes came true? If your brand strategy is based on building your popularity, here’s some things you might like to consider as you rush to be noticed.
We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe anything customers don’t expect and it certainly doesn’t envelope anything of particular value to them.
Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some way away depends on your strategy and what you stand to gain from getting up-close.
Denise Lee Yohn is one of those people whose been part of my brand conversations for some time. I first encountered her no-nonsense approach to brand when she published an excerpt from her book What Great Brands Do on Branding Strategy Insider. It was one of the most popular posts of the year.
In an age where brands are increasingly seen as shared, companies can easily be lulled into treating social media as polling booths for their strategy. That’s not a good idea. However, there are times when you should respond to what is being said. The secret is knowing what to respond to, when and how.
If you’re a brand leader and you’ve been one for a while, there’s a good chance you know your market and that you monitor and are highly aware of your competitors. All the market intelligence you have tells you where things are.
The language of a brand is really decided by two things: where you are looking to position your brand in the marketplace; and the personality that you choose to adopt.
Every brand must change, but the extent of the change, and the size of the calls that accompany those shifts, are very different. So when should you revamp what you have to bring it up to date, and when should you “kill” the brand and start again?
Twitter was built on 140 characters. Even though the limitation was serendipitous, it remains a defining characteristic of the brand in the minds of many. Concise thinking, hash-tagged to provide simple, global connection – there’s the Twitter value equation in a little under half the consigned quota. But the question Carl Miller asks is a good one. What happens when the idea that defined you starts to work to inhibit you?
There’s a tendency to see disruption and innovation as huge moments of significance that shake the status quo to its core. Ultimately though neither is about that at all. It’s often about having the courage, vision and confidence to (gently) do big things. And to do them when and where they were least expected.