It's just makes our jobs easier when our marketing image is this brilliant.I'm no Marketing guy but...
It's just makes our jobs easier when our marketing image is this brilliant.
De-coder Ring
De-coder ring. Got one? Need one to figure out what’s going on in the organization?
Imagine if there was one here. We could use it to de-code the engineers slides at the last quality meeting, we could use it for our front-line staff to help them figure out what products do, what market there designed for. We could certainly use it for our marketing projects- the who, what, why’s of this latest campaign…you know- the basics!Seems like a great internal product to help many- just make sure the de-coder ring doesn’t come out of the product brand groups- you’ll end up like Ralphie…that is, have a silly marketing message that takes all the fun out of it.
Imagine if there was one here. We could use it to de-code the engineers slides at the last quality meeting, we could use it for our front-line staff to help them figure out what products do, what market there designed for. We could certainly use it for our marketing projects- the who, what, why’s of this latest campaign…you know- the basics!Seems like a great internal product to help many- just make sure the de-coder ring doesn’t come out of the product brand groups- you’ll end up like Ralphie…that is, have a silly marketing message that takes all the fun out of it.
It's the product...that's it.
I'm not sure when, but my house had filled up with this "Method" brand of cleaning products. The hand soap has taken over the kids bathroom, floor cleaner for the hardwoods, it's everywhere. So I ask my wife (the real consumer) about the stuff...she loves it. I use it- now I love it. It's rather cool packaging, functional and all that- add to it the stuff works and you have a brand that is well, a brand.
Once again, why must we "market?" Can't we just focus on the brand, it's quality, it's "presentation" to the consumer? The product IS the marketing!!!
The Evac Plan
Sitting in a hotel room looking at of all things, the Evacuation Plan on the wall.
Actually it's very well done. One quick glance I see where I am in relation to the 8th floor. I see (with the help of bright red arrows) the path I take to get to the stairs and to freedom. It's easy to read and easy to understand- all in three seconds!
So, do we have an Evacuation Plan here? Do we know what to do when those consumer issues happen, a shipping delay occurs, a safety issue with our product slams on our shores?
Is it legible? Easy to read? Does it have pretty red arrows to show the way out?
A plan is what you create BEFORE the emergency. And in Consumer Affairs, were one phone call away from a flippen forest fire! (I'm not sure I would trust everyone to know how to get out).
Actually it's very well done. One quick glance I see where I am in relation to the 8th floor. I see (with the help of bright red arrows) the path I take to get to the stairs and to freedom. It's easy to read and easy to understand- all in three seconds!
So, do we have an Evacuation Plan here? Do we know what to do when those consumer issues happen, a shipping delay occurs, a safety issue with our product slams on our shores?
Is it legible? Easy to read? Does it have pretty red arrows to show the way out?
A plan is what you create BEFORE the emergency. And in Consumer Affairs, were one phone call away from a flippen forest fire! (I'm not sure I would trust everyone to know how to get out).
Maslow
So what is “Protecting the Brand” day in and day out? I mean sitting in this office all day with every finger and toe in the great dyke trying to keep the water (unhappy consumers) out is too much. At what point do you stop? Oh, you say it’s silly to even consider that? Don’t even think about turning your back on the Brand for one minute you say. Well, I haven’t yet...and that’s with more shit on my shoes than normal. You see, plugging the holes, apologizing for the mis-cues and taking the lumps for a business structure that isn’t perfect…well, hurts. It’s tiring…it will kill you.
Going back to freshman years “Maslow teachings” got me thinking about his “Self-Actualization” theory. To quote the old man; “The musician must make music, an artist must paint, a poet must write, if he is to be ultimately at peace with himself. What a man can be he must be. This need we call Self- Actualization.”
OK, so what. What does a Brand have with any of this? Perhaps “what a Brand can be it must be” might be something. I mean does this all have a point? Does change happen? Do the fingers in the dyke help? Really! Do they?
Going back to freshman years “Maslow teachings” got me thinking about his “Self-Actualization” theory. To quote the old man; “The musician must make music, an artist must paint, a poet must write, if he is to be ultimately at peace with himself. What a man can be he must be. This need we call Self- Actualization.”
OK, so what. What does a Brand have with any of this? Perhaps “what a Brand can be it must be” might be something. I mean does this all have a point? Does change happen? Do the fingers in the dyke help? Really! Do they?
Dimmer Switch
Companies have dimmer switches. They're mounted in their customer service departments, in the factory's, within Brand Groups, etc. We know it...we've experienced it. Those dimmers make everything go lower and, usually around a CEO visit- higher.
The dimmer switches are the "policies" that fail to allow a Customer Service Rep to be empowered to do the right thing for a consumer (lowering the consumer experience). It's those dimmer switches that pull the light from the brand groups not allowing them to see the consumer and her real struggles. Why those dimmer switches are even installed in the budget room once a year as to limit the scope of those feet-to-the-floor types that keep the engine humming. Yep, dimmer switches. Designed to save corporate energy.
The dimmer switches are the "policies" that fail to allow a Customer Service Rep to be empowered to do the right thing for a consumer (lowering the consumer experience). It's those dimmer switches that pull the light from the brand groups not allowing them to see the consumer and her real struggles. Why those dimmer switches are even installed in the budget room once a year as to limit the scope of those feet-to-the-floor types that keep the engine humming. Yep, dimmer switches. Designed to save corporate energy.
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