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What Every Marketer Needs to Know about Brand Image, Equity, Personality & Archetypes


Your brand is not what you think it is! It is what your customers think it is; its brand image, personality and its value to them. I was lecturing at Miami University a couple of weeks ago on brand image and personality. These are two vital elements of branding. They need to be clear and [.].

Say Goodbye to Marketing & Brand Building, Say Hello to Consumer Centricity


The post Say Goodbye to Marketing & Brand Building, Say Hello to Consumer Centricity appeared first on C3Centricity. Marketing is an old profession. It’s been around for hundreds of years in one form or another. If you’d like to see more about its complete history, then I highly recommend this Hubspot infographic. They realised […].

What makes the the worlds #1 Customer Experience brands?


As I quite literally travel the world talking, listening and working with individuals and organisations who have an interest in Customer Experience, I am regularly asked who the world’s ‘best’ Customer Experience brands are. Customer retention and loyalty CX Professionals CX Strategy # 1 Customer Experience Brands air new zealand Amazon apple bmw boden corporate attitude customer experience Disney First Direct John Lewis mercedes Starbucks ‘Who is good at CX?’ ’ is a pretty typical question. It is a good question to ask and one that I […].

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Do We Care About Brands?

CX Journey

Do customers really care about brands? A couple weeks ago, SDL shared a post of theirs that included 25 facts about customer experience, including a variation of this one: Most people worldwide would not care if more than 73% of brands disappeared tomorrow. Should we be worried about people not caring if brands disappeared from their lives? Do people care about brands?

Customer Experience Strategy: How to Measure the Immeasurable

Take a second to reflect on the brands you love. How do you go about creating an awesome customer experience strategy that works for your own customers

3 Things Your Brand Promise Must Have

ICC Decision Services

Few things irk consumers more than an empty brand promise. A brand makes a sweeping claim: “We deliver the best.” Your own experience with the brand, however, is lousy. It may feel like that brand promise is. Brand ExperienceYou know the feeling. When a company promises the moon and falls about 239,000 miles short, you lose patience. You lose faith. mocking you.

NPS: Achieving Brand Loyalty by Closing the Feedback Loop


And I’m still amazed at how too many people and brands neglect this fundamental driver of every great business: feedback. Promoters evangelize your brand. Promoters actively refer others to your brand, and bring in more business. Passives got what they came for, but they have no allegiance to your brand. This is a guest post from our friends at Typeform. Case in point.

What vCommerce Brands Get Right About Customer Experience


Warby Parker are just one of many brands in the fast-growing vCommerce space who are inciting incredible customer love as a result of their their dogged focus on delivering fantastic customer experiences – and reaping the rewards: their latest funding pegs them at an eye-watering $1.2 For Dollar Shave Club, the customer experience is tightly integrated with their brand.

Why the CX and Branding Departments Should Be Sharing Notes


A few months ago at a sales training I was giving, I talked about our offering of “Brand Defector Research” and its use cases in the market. A team member raised his hand: “But we do not talk to Brand folks usually”. I looked at my slide, I looked at the words I was using, View Article

5 Things You Can Do to Make Your Customer Experience Stickier

Tactics for Boosting Engagement and Brand Affinity

What Does Your Brand Stand For? No, Really.

Kerry Bodine

Its clever creators juxtapose well-known brand logos against taglines that would make their respective brand managers cringe. But the truth of our own brands is hard to face. So let me ask you: What does your brand stand for? I’m not asking what you think it stands for, what your marketing team wants it to stand for, or what you paid a branding agency to tell you it should stand for. What do your customers think about your brand? BrandHave you seen the website Honest Slogans ? Gillette : We’re just going to keep adding more blades.

7 Ways Retail Brands Can Enhance CX


Savvy brands with strong e-commerce strategies, like REI, Toro, and Lowe’s, understand that delivering a better customer experience (CX) results in greater profitability. If you’re gearing up to take your business to the next level, you’ll need to enhance your CX from the ground up. Improvements to your website, customer service, and order fulfillment can turn casual browsers into loyal customers. View Article

How To Improve The Customer Experience By Humanizing Your Brand


A study from The Corporate Executive Board (CEB) and Google found that B2B buyers who felt a strong connection to a brand had higher rates of consideration, purchase and willingness to pay a premium. Humanizing your brand isn’t something you can achieve overnight, but it does begin with one simple premise: trust. Tap into the humans who are already powering your brand: your employees.

Do Customers See Themselves in Your Brand Identity?


When conducting a recent touchpoint inventory workshop, the client was surprised when I pressed for what their brand promise really was. The best experiences are all about identity of both the brand and the customers. Have you really thought hard about your own brand identity? More Posts - Website Follow Me: The post Do Customers See Themselves in Your Brand Identity?

Grooming Your Customers As Brand Ambassadors

Win the Customer

Want to turn customers into brand ambassadors? There’s a reason why people tend to trust brand ambassadors more than the brand itself: product or service reviews sound more like testimonials rather than direct advertisements. Thus, to surround their brand with influential representatives, many organizations hire endorsers, who would talk about them in a positive light.

How To Convince 35 Brand Managers To Focus on Customers, Not Brands - Frank Reactions

Tema Frank

When You’ve Spent Years Building Your Brands, How Can You Learn to Focus on Customers Instead? It’s Time For Multi-Brand Companies to Focus on Customers Instead of Brands. Martin Aubut is the Digital Director at L’Oreal Canada , which owns some 35 brands. They had to focus on the customer, regardless of which brand interested her on any given day. .

15 Brand Trends for 2015

CX Journey

Last year, I shared Brand Keys'' Robert Passikoff''s 14 Brand Trends for 2014. Real Brand Engagement : Marketers will link ?engagement? to how well the brand is perceived versus its? s Still The Brand, Stupid : Increased consumer expectations will be accompanied by enhanced perceptions of products and services as commodities. engagement? category''?s likes?

The Deadliest Threat to Your Retail Brand (and What to Do About it)

ICC Decision Services

One of these brands continues to disrupt like a scrappy startup and dominate the retail industry. Mystery Shopping Customer Experience Brand Experience Retail DisruptorsIn last week’s post , we discussed Amazon’s new brick-and-mortar venture. What we didn’t mention was that in early 2015, Amazon approached RadioShack about taking over some of its stores. Now there’s a stark contrast.

Clues to a Remarkable Brand Story


The post Clues to a Remarkable Brand Story appeared first on C3Centricity. Brand Building Brand Equity Communication Connecting with customers Engagement Marketing brand stories connecting through emotions consumer centricity consumer engagement customer centricity customer engagement emotions engaging Plutchik's wheel of emotions Stoytelling

Attack of the Disruptor Brands: 5 Key Lessons for Retailers

ICC Decision Services

Disruptor brands, that is. Customer Experience Brand Experience Retail DisruptorsThey’re fierce. They’re hungry. And they’re coming for you next. Scrappy startups turned consumer crazes. No one is safe; even the largest, most well-established retailers are running for their lives. They’re challenging once dominant competitors to ramp up the pace of change.

How to Implement Experiential Marketing and Brand Loyalty Into Your CX Strategy


Today’s connected world and ever-present technology have changed the way we think about engaging with companies. Whether you’re a major corporation, or a bustling startup, people expect their interactions to be something that wows them. Simple ads are important, but they are just a piece of the puzzle. In today’s world, companies need to create. View Article

In 2020, Customer Experience will Overtake Price and Product Quality as the Key Brand Differentiator


Why Digital Customer Service Should be a Top Priority. For a long time, companies have realized the importance of customer loyalty. Having a “good name” in business meant that people recommended buying from your company again and again. Read More. Jacada Blog

New Year, New Resolutions: Four Brand Strategies that Will Increase Customer Satisfaction in 2017


From creating improved customer experiences to a renewed focus on employees, we see 2017 as the year that brands look for ways to foster both employee and customer engagement. With that in mind, here are four predictions on how brands will step up their game in the new year. Given these factors, brands can’t afford to ignore the importance of employee engagement and retention.

The New Loyalty – Measuring Brand Stickiness (part 1 of 3)

A recent study by Accenture suggests that 90% of brands employ some kind of loyalty program. Even more unnerving to the brand, Millenials are more likely to have a negative reaction to a company’s attempt to earn their loyalty. However, there is an important point that seems to be overlooked – my lack of app usage does not reflect my loyalty to those two brands.

How Retail Giants Bring Their Brand Promises to Life

ICC Decision Services

Mystery Shopping Brand ExperienceAsk not what your customers can do for you. Ask what you can do for your customers. Urban Outfitters answered that question for itself in early November, when it announced it will buy The Vetri Family , a group of nationally renowned Italian restaurants.

Are You Supporting Sabotaging Your Own Brand Experience?

ICC Decision Services

Mystery Shopping Customer Experience Brand Experience Suggestive SellingIt’s hard to deliver an outstanding customer experience with one hand tied behind your back. Just ask any retail associate who bends over backwards to satisfy her employer’s unrealistic expectations. Over time, even the most determined employee will lose the will. And lose heart. Dispirited and dissatisfied.

Linking CX Strategy to Corporate Strategy & Brand Values

CX Journey

The discussion was focused on linking customer experience strategy to corporate strategy and brand values, and there are some great nuggets in this Hangout that I thought would be valuable to share here, in case you missed it. How do we ensure that it supports and aligns with the brand values? brand values customer experience CX Day CX strategy strategy How do we measure it?

How to Transform Retail Associates Into Brand Assets

ICC Decision Services

You’ve carefully crafted your brand. None of it matters, though, if your customers aren’t feeling your brand on the ground, in real time. Mystery Shopping Blog Brand Experience In-Store MarketingYour story is compelling; your advertising, content, and online presence are right on target.

Social and Digital Media Requires Brands to Become Publishers

Natalie Petouhof

Tweet I think most brands, when they started in social and digital media didn’t realize the commitment they were heading into to be content creators or essentially publishers. And that’s one of the reasons it is so important for brands to really understand storytelling and the mix of content they are using — it can’t be all “buy our stuff.” Snarky?

When Brand Promise Meets Customer Experience Improvement


Because I relish in writing about confusing things, I thought I’d jump back into the muddy relationship between brand and customer experience. Brand is the Promise. Imagine brand managers, sleepless in the twilight, worried about their work. So, I feel for brand managers. Because that’s what a brand is, after all. A brand is the promise of an experience.

Marketing Solutions to More Actionable Insights


Brand Building Information Insights Knowledge Market research Understanding actionable insight Advertising advertising big idea big idea brand brand building Brand Image business communication consumer developing actionable insight emotions how to develop insight information Information integration Insight insight development integration what is a big idea

Emotional Branding Case Studies to Emulate Great Customer Experience

Win the Customer

In a year of lackluster Super Bowl ads, one brand that stood out was a spot for antioxidant infusion drink Bai Brands, recently acquired by Dr. Pepper Snapple Group. This illustrates that emotional appeal can have a major impact on a brand’s success or failure at attracting customers and maintaining their loyalty. A classic branding success story is Gap brand Old Navy.

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What Mystery Shopping Services Reveal About Your Brand

ICC Decision Services

For retailers looking to optimize the in-store experience—in the hopes of elevating their brand and improving their bottom line—mystery shopping is a must have. Mystery shopping services offer two essential and unique benefits. Mystery Shopping

Ryanair – the brand we can now learn to love


I have always described Ryanair as ‘the brand we love to hate’ Famed for its ‘no frills’ approach, for years, millions of consumers decided that despite the appealing cost, the un-acceptability of the Ryanair experience was a big turn off. That usually spikes sales.” We already bombard you with as many in-flight announcements and trolleys as we can. ’ B t.

Improve Your Brand Image by… Losing Subscribers!?


Just because the customer is not happy in the current situation doesn’t mean they won’t be happy in any situation with your brand. Instead of being brand-obsessed and pointing out why the subscriber is making a mistake by unsubscribing, they respect her enough to know when her mind is made up. Many brands do a great job at showing their unique personality through marketing, and throughout the customer journey. The tone and design are consistent with their brand image, even though they know this is most likely the end. Relationships come and go. What did I do wrong?

How to spectacularly fail your customers and damage your brand – by British Airways


I also want to apologise for writing in a negative sense about a brand. Even if you have never had the opportunity to fly, BA is an iconic global brand. When you expect more from any brand, it is a significant disappointment when that brand fails to meet your expectations. Before I start this post, I must first make a couple of sincere apologies. I did get an apology….

When Brand Trumps the Customer Experience

Andrew Mcfarland

Under normal circumstances, I believe that customer experiences impact a brand more than a brand can possibly influence experience. However, the reverse seems to be true as the Trump brand drives customers away. Typically, brands like VW and Chipotle suffer. Customer Experience Brand Chipotle Donald Trump VW

How to Make the Returns Process Work for Your Brand


No matter what your customer experience looks like, the journey with your brand should be easy and engaging. A brand shows its true colors when dealing with dissatisfied customers. By making the process transparent, helpful, and hassle free, you’ll benefit your customers, your brand, and your bottom line. Zappos is one brand that has mastered the art of happy returns.

Brands Ignoring Consumers on Social Media Are in Trouble (Infographic)

Provide Support

According to the Sprout Social report 90% of people surveyed have used social media in some way to communicate directly with a brand. The bad news is that brands reply to just 11% of people leaving the majority of inquiries ignored. Gone are the days when we didn’t need to worry about using social media for customer support. But today, it’s not even a question. Read more.