Branding. Think Neil Young and what comes to mind?
Now think consistency in the brand? Not in an Apple way- in a Neil Young way.
Are brands true to it's ideals and markets and customer base? Does it know when it can both maintain consistency while at the same time be radically different to gain attention?
Today Neil Young is releasing a new album and it's, well, an album. Real vinyl (180 gram vinyl to be exact). The cost? Twice that of a normal album/CD/Download. The message? Neil is Neil- if you like him, you'll love the idea of him releasing a 180 gram vinyl album. I'm buying two (and I don't own a record player).
http://download.wbr.com/neilyoung/newsletters/031910.html
Perception
Yesterday I was made aware of a consumer that roughed-up a rep. It appears he did not like her answers, wanted her Manager. My Op's Mgr. took the call, tried her best but he continued to show his striking personality by belittling her, insinuating she did not know anything about business, etc. Now my antenna goes up when I hear this, I get excited! (nothing better than defending my tribe against an attack of slings and arrows).
But perception got in the way. I perceived him as a, well, "you know." He perceived me as someone who was going to defend the brands beach.
Before we got started, we both knew we would not move the pendulum one way or another- we were firmly locked into our perceptions of one another. No where to go.
But perception got in the way. I perceived him as a, well, "you know." He perceived me as someone who was going to defend the brands beach.
Before we got started, we both knew we would not move the pendulum one way or another- we were firmly locked into our perceptions of one another. No where to go.
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