I’ve been working with a major retail brand and my engagement has included an audit and assessment of retail best practices. Although most of my work is proprietary, I wanted to share some of my findings here because I’ve found some really interesting patterns. (more…)
Ben McConnell, one of the most influential online marketers, spoke with me about employees as brand evangelists and other developments in today’s participatory culture.
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When it comes to mishaps, most companies seem to have adopted Discovery’s song “It’s Not My Fault” as their anthem – but it would be so much better for them to follow Akon’s lead and plainly state “Sorry, Blame It on Me.”
To be clear, I’m not talking about issuing apologies for the sweeping mistakes companies have made for, say, running our economy into the ground — nor about mea culpas for the indiscretions of executives with poor personal judgment. I don’t even mean the situations in which a company clearly screwed things up for a customer, like failing to provide a promised service or selling a defective product. By now, companies who haven’t figured out the importance of an appropriate apology in these situations are just helpless and hopeless.
I’m talking about saying “sorry” for little things – the millions of seemingly-forgettable occurrences that happen every day as companies go about their business and end up inconveniencing, or disappointing, or causing some trouble for their customers.
I recently had two experiences that exemplify the right and wrong way to handle these apologies.
Recently several manufacturers have announced that they are initiating an e-commerce business. I’m not sure of the motivations behind these moves but it seems to be a growing trend. Although many manufacturers have been offering direct sales for many years through their own e-commerce sites, it seems we’re seeing a new surge of interest in doing so from players who have historically shunned the idea.
The following is a guest post from Dan Phillips, the co-founder of Skybend, a design and brand company focused on helping businesses navigate the gauntlet of electronic media. A classically trained artist turned graphics designer turned entrepreneur, Dan brings his unique perspective to branding efforts for businesses around the country. Contact Dan through his website at http://skybend.com or on Twitter via @ruqus.
Today I heard a story about the immediate impact of Twitter, or Twitimpact (that’s right you read it here first, Twitimpact). 
The story goes like this: (more…)
The following is a guest post by dear friend and consumer expert Brad Bennett. Brad is an ethnographer living the Chicago area. By stepping into consumers’ worlds, he uncovers stories that bring fresh perspective and new opportunities for clients and their brands. Contact Brad at Info AT BBennettCo DOT com.
Starbucks is launching instant coffee. 
What?! Yes, that’s right. They’ve been testing VIA instant coffee in Chicago, Seattle and London and are now rolling it out in Starbucks stores and other venues across the U.S. and Canada. When it showed up in our Starbucks stores in Chicago this summer, I couldn’t believe it. It is one more example of how they’ve lost their way.
Starbucks’ brand is anything but instant. (more…)
I’ve been doing research on some companies and have spent quite a bit of time looking at companies’ corporate reports – e.g., annual reports, official statements, corporate presentations, etc. I’m amazed at how many companies completely overlook these reports as touchpoints through which people experience their brands. Often the reports are dry and pedantic or fluffy and full of corporate-speak – they don’t communicate or reflect what is differentiating or compelling about their brands.
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Apparently my “Outside Insights” column, How to Defeat McDonald’s**, on QSR Magazine’s home page has prompted concern among the folks at McDonald’s. 
It was intended as a service piece for fast feeders looking for insights on how to establish competitive advantage — but the Golden Arches media relations team seems to view it as a judgmental report on their strategies.
Quite frankly, I’m surprised by their reaction — but I’m curious to hear what you think. Here’s the original piece, followed by the comments submitted by a McDonald’s spokesperson (she initially emailed these comments to me with a request for a correction to be issued.)
Yesterday I attended my step-brother’s graduation from the Air Force Academy. The ceremony included a demonstration by the Thunderbirds, USAF’s Air Demonstration Squadron. 
The show was a rockin’ good time (if you’ve never attended an air show by the Thunderbirds, Blue Angels, or similar, you don’t know what you’re missing — really!) — and it also prompted me to think of the squadron as brand ambassadors and 3 things that great brand ambassadors do. (more…)