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03.01.11

history of marketing, part one

…on that would “transform American business in the 1990s as top managements comprehend marketing’s significance to their companies’ future and drive this new thinking through their companies.” 3. In the same year, Managing Brand Equity was written by David A. Aaker. He explained the need for his book: “Brand equity is one of the hottest topics in management today…Yet research shows that managers cannot identify with confidence their brand associati… […]

11.11.11

brand experience brief: the walmart.com store

…nd the staffers didn’t explain the store (they greeted shoppers with a “Welcome to Walmart.com” but it was several minutes before one of them feebly explained “all of the products here are available to purchase online” as she gestured toward one of the PCs.) The Apple-esque set-up with PCs and tablets was confusing – are customers supposed to use the devices to place orders or are they supposed to buy the devices? Most of the customers looked conf… […]

09.21.10

ernan roman on voice of customer marketing

…If they prefer to be communicated with strictly offline, with offline and online, or online… — that can only be relevant if it’s based on their individual preferences. Number four which is so often absent from a marketing process says that the level of post-sales support is significantly low. There is still too much courtship and romancing before the sale, but once the sale is done and if somebody has a problem or question, they’re relegated to t… […]

04.28.14

Brand Experience Brief: Capital One 360 Cafe

…and the design elements are contemporary. In an effort to make the place a community center, it offers meeting rooms for free to non-profit groups. Messaging on digital screens and bright posters communicate the vision for the café, saying “let’s bank the way we live.” And the outdoor signage also uses bright colors to make the location stand out. There’s a counter in the back of the store staffed by friendly Capital One employees who are there to… […]

11.29.16

Brand Experience Brief: Amazon Books Store

…d books and this one of bestsellers in the city and this one of books most frequently found on people’s wish lists. It references the website’s recommendation engine with “If you like X, you’ll love Y” displays. Also each book has a sign that shows the number of stars it received on the site, a sample review, and a UPC code which you can scan with the Amazon app on your mobile phone to access more information about the book. A hardware section tak… […]

10.05.09

best global brands do’s and don’ts

…all company may not rate highly in the rankings despite having a strong brand. A better measure of brand power, therefore, is the Brand Asset Valuator or other similar tool. I hope these thoughts are helpful to you. Feedback is always welcome. http://deniseleeyohn.com/wp-content/uploads/2009/10/Brand-As-Business-Bites-100509-Best-Global-Brands-Dos-and-Donts.mp3 related content: brand value creation – financial, part 1 brand value creation – financ… […]

10.02.13

Brand Book Bites from ENGAGED

…e and how, behaviorally, you do it. And that’s where those five dimensions come in. I’ll come back to those in just a moment. Part two of the Living the Brand System is creating the necessary reminders. The big secret to success is that 1% or less of any company’s success in implementing an engagement program or a branding program comes from training. Ninety-nine percent comes from filling the manager’s toolbox with the tools necessary for creatin… […]

09.10.09

a case against user-generated ad contests

…rand. This clear, consistent, common understanding of the brand serves the company well in everything else it does. Companies that side step this valuable process and simply screen consumers’ ads like judges of a beauty contest are cheating themselves (and all their stakeholders, including customers) out of the critical benefits of internal brand integration and alignment. • not real consumer engagement. The ads that win these contests and get exp… […]

11.24.09

what business are you really in

…ons a future in which American labels will follow suit, “…letting music go free to become marketing for the talent whom they monetize in non-traditional ways such as endorsements and sponsorships.” Making this change has revealed the music industry’s savvy-ness not only in terms of having such a clear understanding of the unique value it delivers to customers, but also in then being willing to change everything about its business model in order to… […]

03.08.10

six best practices in retail

…r customers. 6. strong organizational culture and values Almost all of the companies I researched have strong organizational cultures and values. And these are manifested in a superior customer experience. Wegmans and The Container Store are renown for how well they treat their employees. No wonder their employees seem so happy and are so helpful! IKEA’s earth-friendly business practices and commitment to product affordability make their products… […]

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