Archive for the ‘Brand Management’ Category
Are You Leading Your Industry As A Wikibrand?
According to the new book, Wikibrands: Reinventing Your Company In A Customer-Driven Marketplace, by Sean Moffitt and Mike Dover, a wikibrand is a “progressive set of organizations, products, services, ideas and causes that tap the powers of customer participation, social influence, and collaboration to drive business value.”
This philosophy requires a massive organization culture shift. Wikibranding is about having the guts to allow the customer co-pilot your business. We only need to look at companies like Zappos, Dell, Southwest, FedEx, Target, and Cisco to see that wikibranding is not only possible, but it makes for a very profitable company. (Here are wikibrands by industry, if you are curious to see what your competition might be up to.)
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Tags: Branding, Customer-Centric, Customer-Driven, FLIRT Model, Mike Dover, Sean Moffitt, social business, Wikibrands | 
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The Marketing & PR Conundrum: Lying to Customers
In a recent BNET post “Lying to Your Customers? Come on, Everyone’s Doing It,” author and customer advocate Christopher Elliott shares six companies who have lied to their customers: Tavern on the Green, Ford, Microsoft, Office Depot, Cablevision, and Apple.
Lies or Business As Usual?
The chef at Tavern on the Green lied about gluten free pasta. What is the big deal, right? If a diner has food allergies, it is a huge deal. While Chef Damian Cardone may not have thought too much about the “white lie,” those with gluten allergies likely suffered the consequences of their meal. Tavern on the Green’s reputation is known far and wide—making it an iconic brand. Now, it’s doors are closed after filing for bankruptcy.
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Tags: Apple, Brand Reputation, Branding, Cablevision, Ford, Marketing, Marketing Management, Office Depot, Public Relations, social business, Tavern on the Green |
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Saturday Morning Reads: What Is Your Lifetime Customer Value?
Yes, it is a double entendre if you didn’t catch it.
When was the last time you asked, “what is the lifetime value of our customers?” (also known as customer lifetime value ), or –more importantly— “what is the lifetime value we offer our customers?”
Is it smart to have one without the other? I don’t think so.
Is calculating CLV a normal event for your organization? I don’t know about you, but calculating ROI seems like child’s play compared to calculating CLV.
Let’s take a look, shall we?
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Tags: CLV, Customer Lifetime Value, Marketing, Marketing Management |
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The Return on Investment (ROI) Craze Won’t Last
For over three years, I have sat back and witnessed the resurgence of a concept that seemed to be largely ignored or only found in dusty marketing books: Return on Investment.
I am referring to the buzz (or is hype a better word?) around social media ROI. What I find interesting is that marketing management is requiring social media ROI to qualify its worth before implementing it. Smart marketers know that it is impossible to determine ROI (a financial calculation) without having net profit, sales and investment numbers, which are not available without actually having done something. Could it be that demanding social media ROI is a stall tactic?
The next logical question then is if there is such a keen interest in social media ROI, why isn’t management requiring the same for all marketing, communications and branding? We should have those numbers readily available, right? (By the way, cost per lead is not the same as ROI.)
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Saturday Morning Reads: Does Your Brand Resonate?
res•o•nant adj. Having a lasting presence or effect; enduring.
Anyone who has been in the business world for a while (B2B) or has been around the block a few times (B2C) is sure to have a few stories (i.e. experiences) that have left an indelible mark—positive and negative. It is when an experience lingers in one’s brain for too long that it becomes a story. We have all done it. We turn an experience with a brand into a dramatic story that includes emotion and drama. Then, human nature kicks in and we share those experiences with others.
What happens when a brand doesn’t plan for this sort of resonance? Their story becomes someone else’s story and they do not get to choose their part (hero, villain, etc.).
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Tags: Branding, Nancy Duarte, Resonate, Storytelling, Visual Presentation |
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The Harte of Marketing by Beth Harte is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
Based on a work at www.theharteofmarketing.com. [If you have a question about what you can use from this blog, click on the above Creative Commons link to learn more.]
