I was a brand strategy consultant for nearly 13 years, consulting to the likes of Disney, MTV, Red Bull and Monster Energy Drinks. The remit is very broad and can involve a number of different responsibilities. If you are an external brand strategy consultant, you are usually called in to work on a project. Here’s […]
If you look at the divergent fortunes of Starbucks and McDonald’s you a microcosm of the wider shift from Branding to Brand Experience, perhaps the biggest trend in marketing for 2016.
Yes, but does it work for banks???
Brand Marketing Strategy for Banks: A New Webinar Video
Something new this week – a video with my friends and co-authors Jamal Benmiloud and Paul O’Shannessey.
We get asked a lot about how Brand Love and Brand Experience can work for those unsexy brands – you know, the non-energy drinks, the non-action sports brands that make up 99% of the marketing world.
Can you create a powerful Brand Experience if you were a marketing manager at a bank?
Absolutely, yes. But, not by digging deep and splashing cash on your ad agency. In this video, a 20 minute insight into the brand marketing strategies of banks and credit card companies. We look at who’s getting it right for the 21st century customer, and who’s still marketing like it was the 1980s.
Which Brands do We Talk About in this Webinar?
Brands, Banks & Cards featured in this video include:
* First Direct (HSBC UK)
* ANZ Bank
* American Express
* Pinnacle Bank
* Simple Bank
* The One Account
* Co-Operative Bank
* Facebook payments
* Apple Pay
Delighting fans like Zappos or LEGO by creating a customer-driven marketing strategy may sound like a great idea that’s easily implemented. Can you imagine what a Nokia or a HSBC could do with those kind of customer relationships? 75% of Zappos business is repeat business. How could your brand benefit from statistics like that?
In practise, the implementation is the part that catches many brands out. The problem isn’t about a choice of the right social media or ad agency but corporate ego. What kills most customer driven marketing strategies is the organization. The organization gets in the way: corporate policies, lawyers and expectations. In this article, I’ll look at how Zappos and LEGO do different. Here are two $billion dollar brands loved by their Fans and brands people both in and outside the marketing industry. Here’s the story of how they built their own customer driven marketing strategies and my tips to help you implement these ideas.
Access the case studies here:
Your marketing plan must start with the experience first, product second. What is the experience customers want from the product? How will they share that experience with friends? How does Starbucks do it? In this interview, CEO Howard Schultz reveals how Starbucks approaches new product launch.
When you walk into the store and are wowed by an Apple Genius employee, you share that experience on Facebook.
When you’re hanging out at Red Bull X-Fighters with your buddies, you take a selfie on Instagram, Vine or Snapchat and share it with friends.
When British Airways loses your luggage, you go to Twitter and share your rant with the world.
80% of Millennials shared brand stories just like these with friends and family.
These Shared Experiences in the Connection Economy are changing everything because they are demonstrating you can build a brand in 2015 without advertising.
In this article I look at the shift from traditional Branding to the the creation of Brand Experience in the 21st century and provide 5 examples of brands who are doing just that. Read on to learn how to build a brand without advertising…
Let’s look at why McDonalds has the ability to bounce back: McDonalds is a globally recognized brand, perhaps one of the most globally known McDonalds is so efficient it can run a billion dollar global operation entirely with teenagers McDonalds has fans… whether we marketers like it or not, millions of people are still going to Golden Arches every day so it has something that others aren’t providing.
…By contrast, here’s the McDonalds experience: demotivated, low-paid staff that aren’t interested in knowing your name, working in an environment where the “customer is always right” plastic, immovable furniture that is easy to clean but not conducive to hanging out clowns and hamburglars – perhaps there is some psychological research somewhere saying kids actually like this stuff but I’m not so sure.
Your average customer today sees 170,000 marketing messages by her 17th birthday. The question we marketers need to consider is, what makes ours any different?
If you don’t love your customers enough to try and keep them, a competitor will be more than happy to do that for you – Seth Godin.
Your customer will see 170,000 marketing messages by her 17th birthday. What makes your marketing campaign or product launch any different?