Archive for the ‘Brand Management’ Category

Every Employee a Brand Ambassador: A Message for Healthcare Providers (and others)

Thursday, October 10th, 2019

Think your clinical staff members—primarily doctors and nurses—are the only ones, or the most important ones to impact the patient experience? Think again. Every single one of your employees and volunteers has an opportunity to influence the patient experience while on the job, and off. In fact, every single one of these individuals has the opportunity to influence patients’ choices when they are considering a new provider or care facility.

While on the job, and off. (more…)

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Papa John’s Takes a Dip; Shaq Comes to the Rescue in More Ways Than One

Thursday, July 25th, 2019

Having a real person associated with your brand can help your company connect with consumers on a personal level. It can also bring negative publicity from the actions or statements of those spokespeople. While it might be harder for audiences to connect personally with the Trix Bunny or Pillsbury Dough Boy, neither is likely to be in the news for making offensive statements or getting arrested.

That can’t be said for real-life figureheads or spokespeople.

(more…)

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Daimler Learns About Viral Customer Service Stories the Hard Way

Thursday, May 30th, 2019

There’s an old saying in customer service that a customer who has a good experience with your business might tell a single friend while a customer who has a bad experience will tell ten. Unfortunately, those numbers might be drastically out of date in the age of social media. In an era where any individual has the chance to communicate with millions of people around the world, even a single incidence of poor customer service can have significant impacts for businesses of any kind. (more…)

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When Your Brand is the Victim of an Epic Fail

Tuesday, March 5th, 2019

 

20846299 - typography illustration poster of brand management wordsby Justin Grensing, Esq., MBA

Companies spend big money on celebrity endorsements. Nike alone spends billions of dollars on celebrity endorsements each year. Sometimes, the endorsements simply serve to bring publicity to a brand. Or they may entice consumers who want to emulate celebrities they respect. “A Taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities—regardless of whether they are actual fans or not,” says Guided Selling. (more…)

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Key Takeaways From Amazon’s NYC Exodus

Thursday, February 21st, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsby Justin Grensing, Esq., MBA

On February 14 – Valentine’s Day – Amazon announced a break up with New York City. The company faced intense backlash from community members after it was announced that the much-anticipated HQ2 would be split between New York and Arlington Virginia.

Here are some takeaways from a marketing perspective on the tech giant’s big decision. (more…)

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Delta and Coke Valentines Blunder a Good Lesson for Others

Thursday, February 14th, 2019

Customer reviews, client reviews, best PR firm, public relations, content marketingby Justin Grensing, Esq., MBA

The marketing world can be fickle. Marketers and advertisers are lauded as geniuses when their bold or creative plans pan out. But they’re derided as fools or worse when their plans fall flat. Often, it’s just the benefit of hindsight that makes a great idea turn out to be idiotic.

Well, in hindsight, a Valentines-themed gimmick looks like a pretty bad idea.  (more…)

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Understanding, Managing and Communicating Consistently Across Customer Touchpoints

Wednesday, September 5th, 2018

Customer reviews, client reviews, best PR firm, public relations, content marketingIn an article for Harvard Business Review, Adam Richardson discusses the concept of customer touchpoints, which he broadly defines as “any interaction point between the customer and your brand.” If we think about this definition, it truly is quite broad, not least because it invokes the concept of the brand, which is itself extremely broad.

Does an online ad reflect on your brand? What about a discussion with a billing agent over a discrepancy on an invoice? While the answer to the first question is probably obvious, the second might seem like a stretch at first. But in truth, both are examples of touchpoints. And touchpoints have a direct impact on consumer brand perceptions. (more…)

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The Potential Perils of Tying Your Brand to a Real Person

Friday, August 10th, 2018

There are numerous examples of company names tied directly to an individual. That person is often the founder but could also be a key personality. Even our current president achieved a great amount of fame by attaching his name to everything from hotels and golf courses to steaks and an online university. Naming a company after an individual can add some personality to the brand and make potential customers feel a more personal connection to that brand. We know who the frontperson is; we know what they look like; and we know a bit about their personality and character.

But that isn’t always a good thing. (more…)

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Companies Need to Make Sure Everyone, from the CEO on Down, Recognizes the Impact of Their Words

Wednesday, August 8th, 2018

In a highly publicized conference call, first reported by Forbes, Papa John’s founder John Schnatter used the “N-word” during a discussion between Papa John’s executives and marketing agency Laundry Service. What followed was weeks of turmoil where Schnatter first stepped down as chairman of the Papa John’s board of directors, then said his decision to step down was a mistake, and then filed a lawsuit against the company he founded for what he describes as the “heavy-handed” way he was treated. The company’s stock has (more…)

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How Negative Reviews Can Help Boost Your Business: If You Handle Them Effectively

Wednesday, June 13th, 2018

Sales professionals will be quick to tell you that a positive customer review goes a long way toward converting prospects into eventual customers. What better way to convince the market that you can walk the walk than to have satisfied customers tell your story for you? Conversely, negative reviews can be quite damaging. Data suggests that positive reviews influence the purchase decisions of 90 percent of respondents, while negative reviews influence around 86 percent.

But negative reviews and customer complaints can actually be good for business. Let’s look at some potentially counter-intuitive reasons why. (more…)

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