A company can only control its intention, its action and its reaction. If you think about it, this is only about 1/4 of a brand’s value when it plays out in daily interactions between the customer and the company. The customer controls the remaining 3/4 of the brand’s value based on their perceptions of how the company delivers, whether it be product quality, service and fit with the customers needs, values and expectations.

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Life is no longer exclusively defined by what is happening in our physical presence. For many of us it resides in the palm of our hands and is illuminated by a tiny screen. Social media and digital technologies are only tools to help spread the message. What is most important for marketers to remember is simply: great stories and memorable experiences spread quickly to build brands.

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Social media tools help level the playing field for organizations that are “hearing impaired.” It’s like having a pair of super-charged, digital hearing aids that help you amplify just those frequencies you need to hear. This ability to listen, hear and actively engage in conversations 24/7 allow your organization unbelievable opportunities to learn from your customers, correct your mistakes, and build a loyal following.

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December 15, 2008, over a million members of Facebook.com planned to stop using the website for a day.  It seemed many users were unhappy with the new layout, account deletions, and interaction limitations of the network. They believed that by staging a blackout, Facebook management would listen. It didn’t work.

There are more than 40 [...]

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The last thing you hear

On December 6, 2008 By

The automated phone system in the office has six option prompts. That’s not a big number, really. Yet, when we made a small change to the last prompt recently, we noticed a 100% increase in the number of misdirected callers who hit the last prompt–the one before, “If you need to hear these options again, [...]

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Trust is still the currency

On October 28, 2008 By

As Web 2.0 and social networking technologies gain a greater foothold on our culture, I often hear LinkedIn.com founder Reid Hoffman’s quote, “Privacy is an old man’s concern,” tossed about. There is some truth to that, I suppose. Although I suspect the real issue is “trust” and not [...]

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When I was the CMO of a software engineering firm at the end of the dot com era, my boss would find a way to work, “If it’s a good idea, it’s worth doing poorly,” into every conversation.  When I got over the annoyance of it, I realized he [...]

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I’m sure you’ve all read the news about the few bad apples at one leading consulting firm who have cost the jobs and pensions hundreds, if not thousands of people. Both the consulting firm
and its client have lost large numbers of customers, again, because of the actions of these few [...]

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