If you look at the successful marketing strategies of companies like Apple, Lego, South West Airlines and Monster you’ll find brands built one customer at a time. By changing the metrics from share of market to share of customer, the culture and the people within the organization change too. When your people are measured on the loyalty and repeat business of one customer, they’ll think hard about the practices that can build relationships and conversations rather than campaigns.
Our 10 point brand and marketing manifesto: how to turn customers into fans and how to build brands without advertising. This manifesto will form the basis of the book I am currently writing on and it’s the book that I discuss with my colleagues Jamal and Paul in the weekly Inside Out Radio Show.
“Your brand name is only as good as your reputation” – Richard Branson. So this is it, the end of brand management. Successful marketing strategies focus on how your brand story is told in the marketplace, not in the creative works of the agency. Your reputation counts for everything. Dialogue is out there whether you like it or not.
Experience is the product of People, Culture and Metrics. If you want to create an amazing experience, employ metrics conducive to experience.
Remarkable ideas spread, and ideas that spread, win. None of hat has changed due to Facebook – Seth Godin quotes
Brand is a product of PEOPLE, CULTURE and METRICS – the core DNA of your organization. You can’t transplant a good brand on top of a toxic organization. Brand experience isn’t a strategy or a marketing campaign, it’s the experience a customer feels when they interact with your organization on a daily basis.
You brand is what other people say about you – Jeff Bezos, CEO Amazon. Amazon leads the retail category by a fair mile because of its brands. And think back to when you last saw an Amazon advert on TV. That’s right, keep thinking…
Brand starts with culture and culture starts with how you treat people. You can’t fake brand any more. You can’t transplant a healthy, vibrant brand onto a toxic culture. Zappos Customer Experience isn’t defined in what happens outside the brand, but inside its People, Culture and Metrics. Zappos doesn’t define its brand through ad campaigns, brand templates and logos but in how it treats its people day in, day out.
What is the secret of success behind the Starbucks brand strategy? We live in an era where anything can be copied – ideas, Lego bricks and even cups of coffee. Great companies like Lego and Starbucks know this so how are they able to charge significantly more than their knockoff rivals?
Successful marketing strategies today require a different approach – from brand management to brand curation
Successful marketing strategies today require a different approach. Brand strategy today needs to move on from brand management to brand curation, from campaigns to conversations and from viewing customers as destinations for our marketing messages to treating them as partners in its production.