As a constant student of branding, I enjoy finding brand experiences that tangibly punctuate a brand promise. When it happens – I am impressed by the management of a company that has embraced the brand promise and engaged employees in delivering it. My first moment of insight was traveling Southwest Airlines.
Archive for April, 2010
Noteworthy Brand Experiences
Published: April 22, 2010 | Filed in: Brand Strategy, Experience Design | 2 Comments »
Differentiation is the Driver
Published: April 20, 2010 | Filed in: Brand Strategy, Destination Marketing, Differentiation | 1 Comment »
How often is location the driver in which brand you choose? Which drug store do you use? Which dry cleaner? Fast food restaurant? Gas station? Most likely – you have chosen the closest one to your home or work. Why? Because the choices just aren’t that different so it doesn’t matter which one you choose. [...]
What if you’re not the closest hospital?
Published: April 8, 2010 | Filed in: Experience Design, Health Care, Marketing Strategy, Niche Marketing | 2 Comments »
It is a sad state when the most common response for “Why did you choose that hospital?” is that it was closest to home. I am well aware that success in fast food, drug stores, and dry cleaning is based on location, location, location. But hospitals? This trend has been demonstrated in recent tracking studies conducted in several markets. Proximity is becoming the primary driver in choosing a hospital in many large, competitive markets.
Are you still marketing to women?
Published: April 7, 2010 | Filed in: Differentiation, Marketing Strategy | Comments Off
Women will likely be the more marketable gender when the economy rebounds, with more men taking a role in the home – including shopping. If your marketing is still targeting women only, it’s time to broaden your horizons.
