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23 Jul 09

Is Customer Service a Media Channel? Ask Zappos - Advertising Age - CMO Strategy

  • Zappos is a game changer, and it found value -- and ferocious word-of-mouth and brand advocacy -- in a place most of us leave for dead and certainly don't consider even close to being a media channel: customer service. They took this "cost center" input and turned it into an unassailable asset, fortified by the founder-CEO's sometimes "cult-like" (arguably irrational, by the typical marketing book) obsession with serving the consumer at all costs. It wasn't flaky. He approached this with focus, discipline, real incentives and an obsession over a "different" set of numbers.
  • Whenever I consult brands' social media, or what I now prefer to refer to as CRM 2.0, I insist they do two things: Call their 800 number and then try to send e-mail feedback to themselves. Most fail -- miserably. Zappos takes precisely the opposite path. It plasters the 800 number all over, even in Spanish. It recklessly (I say brilliantly) throws so-called "operational costs" to the wind and writes it off as a marketing investment. It's not just that it is "powered by service," as the tagline suggests; service is its core DNA.
07 Apr 09

Going Global: Ads that travel - advertising news - Campaign

  • A global approach is also faster, and simpler to implement. And as
    people travel the world more and more - physically or virtually - they
    are exposed to the same brand in different markets, and they should get
    the same experience. If you want to build a global brand, a global
    campaign seems the most obvious way to do it.
  • No reason why the
    standard of creativity expected of a global campaign should be lower
    than for a domestic campaign. In fact, if anything, the reverse should
    be true.
  • 3 more annotations...
26 Feb 09

CMDGlobal.com - Burger King - USA - Initiative - Burger King tests consumers’ loyalty to its Whopper hamburger with a witty Facebook application.

CMDglobal - ideas and creative media case studies for marketers and agencies - Burger King tests consumers� loyalty to its Whopper hamburger with a witty Facebook application.

www.cmdglobal.com/...Social_sacrifice - Preview

Brand facebook

06 Jan 09

The Difference Between Building a Business and Building a Brand - Advertising Age - Al Ries

  • What's a brand anyway? It's a word that stands for something in the mind of prospects. That definition, by the way, is at odds with conventional thinking.
  • Most managers equate a brand with its celebrity index. The more famous the brand, the more powerful it is. "Making our brand name well-known" seems to be the conventional approach to brand building.
  • 1 more annotations...

Hugh Hewitt: Positioning the Right

  • The right must identify a single emotionally compelling sweet spot -- a problem wholly owned by the other side, and at the same time, recognized and relevant to a broad range of people, before any communications craft can be seriously applied to it. 

Walmart Is Set to Sell a $99 iPhone - Advertising Age - Digital

  • Having Walmart move your products is a no-fail proposition for most brands. But if you're a brand with high aspirational appeal such as Apple, do you want your wares showcased an aisle away from laundry detergent and 10-packs of boxer shorts?
  • IPhone adoption since June 2008 grew 48% among those earning between $25,000 and $50,000 per year and 46% among those earning between $25,000 and $75,000.
  • 2 more annotations...
08 Dec 08

Recession Provides a Chance to Build a Better Capitalism - Advertising Age - Jonah Bloom

  • From a business point of view, the majority of Ad Age readers -- because most of you have been involved in birthing or building a brand at some point -- know that the obsession with growing sales every quarter is frequently antithetical to building and sustaining a strong brand, too.




    While there are exceptions to this rule -- such as Nike -- the list of great brands that have been damaged, even ruined, as they've been milked for growth rather than managed for profit is long and growing every year. (Starbucks and JetBlue definitely found places on that list in 2008.)

  • It is surely not difficult to believe that focusing companies on brand (and a strong brand's corollary attribute, profitability), sustainability and their contribution to society will, at least, pay dividends among consumers. While the business media has typically celebrated the titans of industry because they were, well, the titans, consumers, particularly the younger generations of consumers, are moving toward a different way of judging business. They celebrate companies and brands that share their values, rather than those that have the most muscle.
  • 3 more annotations...
28 Oct 08

Small Brands Teach Big Lessons

  • Size alone makes it hard to pull off. Lefkow and Esch blog on the
    Bacon Salt site. That personal touch is missing from sprawling
    organizations, according to Augustine Fou, svp of digital strategy
    at MRM Worldwide.




    "It's acting like a small company," he said. "The founder blogs in
    a small company. In big companies, it's their PR department or
    worse yet their PR agency."
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