Oh no! The kiosk isn't there - now what?!!!! My brand N bluetooth headset was acting up and I stopped by my usual friendly service centre only to find their space had been replaced. Hmmmmm WHO would help me? Am virtually crippled without the use of a hands free way to keep in touch with clients.
Aha! I spotted the store of Brand H and asked where the kiosk had gone. His face was stony -obviously, Iwasn't a potential customer. "Don't know"; his body language said "don'tcare either".
Across from him I noticed that my Brand N was setting up a new store BUT there was no indication of where its customers could get service before it opened. Not good!
What's this? Brand I - a major competitor - has a store just a few feet away? What do I have to lose? "Hello? Would you please be able able to fix this for me even though it's not your brand?" You know what? He was a sweetheart and smilingly sorted the problem out for me and BINGO! I walked away with a functioning headset again.
Hmmmm being a non-techie, getting good service is critically important to me, so guess where I'll be trying ut new purchases? Yes, that staffer has attracted new business by representing his brand well. Brand H is one I shall avoid like the plague as customer service doesn't seem to be a priority, and brand N will be getting an earful about not giving customers directions for where else to be serviced when there kiosk moved!
One of the modules in my workshop 'Branding as a Business Strategy' is titled 'Who is telling your Brand's story' and it is about identifying how Brands are perceived to be delivered. The activities are about ensuring that those who are delivering your brand are attracting repeat business for you.
Would you like my help in identifying how your informal Brand Ambassadors can do more for you? Call me on +603-21697704 or email evelyn@atheneumgroup.net and we'll chat about it, shall we?
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Thursday, June 30, 2011
Tuesday, June 28, 2011
Delivering Value vs Cost; avoiding price wars :)
You know, my work usign mobile devices to help adults to improve their performance has been fraught with frustrations and seasoned with success. What am I talking about? Well, I have spent YEARS doing research (which repeatedly won awards for the academic researcher) and have gathered the proof that my method is likeable, cheap and effective! SO are ppl falling over to adopt it? NO! Why???? Ahem!
A typical response: The Executive Director of a Training Provider invited me to give her staff a demonstration because she wanted to include Mobile Coach in their programs. The late morning was spent answering their questions which showed clearly that they had no motivation for changing the status quo. Well to spare you, that's my brief description of the demo and I'll leave the rest to your imagination :(. Hmmm so what's new - I just chalked it up to experience and got on with my day.
But hehehe, lo and behold when I checked Facebook that evening, someone had written excitedly about discovering photos of my work using mobile devices for Learning. He was positively ecstatic because a client had asked him to include virtual learning, and there it was - my examples before his very eyes!!!!! The next morning we chatted about how to work together to please his client (a global, blue chip company - a keeper) so that everyone would benefit. And in the works is a licensing Agreement between us YAY!!!!
YES! Overnight my blues turned into rainbows because I'd focused on delivering Value instead of maintaining the status quo of the market. This has EVERYTHING to do with Brand Value and sustainability, not to mention creating a competitive advantage for your Brand. Branding is meant to lock in your customers and to lock out yur competitors!
Want some ideas for delivering your Brand differently? Call me at +603-21697704 and I'll be happy to help.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
A typical response: The Executive Director of a Training Provider invited me to give her staff a demonstration because she wanted to include Mobile Coach in their programs. The late morning was spent answering their questions which showed clearly that they had no motivation for changing the status quo. Well to spare you, that's my brief description of the demo and I'll leave the rest to your imagination :(. Hmmm so what's new - I just chalked it up to experience and got on with my day.
But hehehe, lo and behold when I checked Facebook that evening, someone had written excitedly about discovering photos of my work using mobile devices for Learning. He was positively ecstatic because a client had asked him to include virtual learning, and there it was - my examples before his very eyes!!!!! The next morning we chatted about how to work together to please his client (a global, blue chip company - a keeper) so that everyone would benefit. And in the works is a licensing Agreement between us YAY!!!!
YES! Overnight my blues turned into rainbows because I'd focused on delivering Value instead of maintaining the status quo of the market. This has EVERYTHING to do with Brand Value and sustainability, not to mention creating a competitive advantage for your Brand. Branding is meant to lock in your customers and to lock out yur competitors!
Want some ideas for delivering your Brand differently? Call me at +603-21697704 and I'll be happy to help.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
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