Archive for April, 2010
(Thanks to Gina Abudi for contributing this guest blog)
It is important for service-oriented organizations to regularly gather feedback from their clients. Unfortunately, too many organizations don’t bother to check in with their clients to see how things are going. The feedback you gather from clients will help in many ways, including: (more…)
Services like HARO (Help A Reporter Out) are excellent means for journalists and writers to connect with sources. I use the service myself both when writing stories and looking for sources, and when exploring media opportunities for clients. And, hopefully, I’ve learned a lot from receiving some very ineffective pitches. Here are some real examples of what NOT to do when responding to a reporter/writer request: (more…)
OK – so I’ve blasted the E*Trade babies because, although attention-generating, they don’t seem to be achieving results. But here’s an example of a campaign that is clever, memorable – and working! (more…)
Much of my work over the years has been with “service brands” – brands that are not tied to a particular product, but to the delivery of some type of service - educational services, health care services, energy services, engineering services, consulting services, etc.
Developing and maintaining a strong brand for a service is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why? (more…)