As Spitzer and Weiner run for office, I’ve been thinking about analogies
to brands. Both of them certainly suffered embarrassment, but have not
(as of yet) been charged with a crime. Neither was impeached; and even
that indignity does not seem to have hurt Clinton’s post Presidential
With all the attention focused on customer experience, there is comparatively little discussion of the experience of the prospective or first-time customer target.
It is clear, at least to me, that without a long-term branding
perspective, you can’t build a long-term brand. Once you have a
long-term brand, then a short-term perspective is needed to keep the
brand fresh and relevant.
Here in Boston, we sports fans have been riveted (disgusted?) by the
saga of Aaron Hernandez. The media has pointed out all the signals that
kept others from drafting him, and implied the Patriots were wrong to
believe their team culture was strong enough to make a bad person good
(or at least keep him from breaking laws).
Star Market recently announced the termination of its loyalty program.
As with most supermarket systems, it was designed more to capture names
of customers, who received in-store discounts, than to reward the most
frequent purchasers (as, for example, casino programs do).
I just read an excellent book on Big Data (titled, cleverly, Big Data) by Viktor Mayer-Schonberger and Kenneth Cukier.
The authors made several points that were new to me:
I was reading the recent IBM Report on a survey of 1,700 CMOs. The findings are interesting – and depressing. Most disappointing to me was this conclusion: “Most CMOs are struggling in one vital respect – return on investment (ROI).”
As I have been recuperating from some surgery, I have inevitably seen
more TV commercials than ever before in my life. I wish I could laud
the state of the art in these days where technology enables creativity
to run wilder than ever. Unfortunately, I found a disappointing lot.
In working across a variety of industries on both market research and
marketing strategy projects over the last few years, we have seen a
growing focus on the customer experience, and specifically how employees
play an instrumental role in delivering that experience. In fact, our
interactions with brands have become such an integral part of our daily
lives, it is not hard to find examples in our own experiences.
The other day my two-year-old son became very excited about a greeting card I had just opened. “We have that movie!” he exclaimed. Puzzled, I turned the card over to find the logo for American Greetings, which I soon recalled owns the intellectual property rights to a cartoon video my children have watched a dozen or so times. He can’t read and he’s easily distracted, but somehow in the handful of times he saw that little red rose at the end of a video, the image was burned into his memory. THAT is the power of logos!