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The event will be held in two sessions:
Session 1: Customer Experience Management
An attractive
customer experience is critical for differentiating brands.
In his presentation, Dr. Bernd Schmitt will cover tools and
methodologies for managing the brand experience. He introduces
the five-step Customer Experience Management (CEM) framework,
a comprehensive tool for managing the customer experience and
connecting with customers at every touch-point. The framework
demonstrates how CEM enables managers to:
" Gain original insight into the customer's world
" Develop an experiential strategy platform
" Create a unique and vivid brand experience
" Provide dynamic interactions at the customer interface
" Innovate continuously to improve customers' lives.
As part of the CEM framework, Mr. Schmitt will present cases of successful CEM implementations in a wide variety of industries. Join us to see how he links customer experience to customer equity - the financial value of customers.
Session 2: Experience Engineering
Through illustrations from Fortune 100 clients, Dr. Lou Carbone will share how the systematic design and delivery of experience clues can have immense impact on customer value, loyalty and the bottom line. Experiencing thought leader and author Lou Carbone will change the way you think about customer experience forever. His message to business leaders and professionals is simple: Create customers that come back and customers that tell others, by connecting emotionally with them through the experiences you deliver.
Carbone urges business to focus on managing experience "clues", conscious and unconscious, because experiences are what customers value most. He stresses that the world has moved from making and selling to sensing and responding-a dynamic change that requires new competencies.
Complete info here >>
I always warn my clients that taking a half-baked product to market will actually do more damage than good. Now let's see if the same applies to nation-branding.
The Olympics will focus the media spotlight on China. But will China actually enjoy the focus? Will the Olympics help or hurt brand China?
The hurt has already begun.
In a New York Times article "As China Roars, Pollution Reaches Deadly Extremes", Joseph Kahn and Jim Yardley tell us that "Environmental degradation is now so severe, with such stark domestic and international repercussions, that pollution poses not only a major long-term burden on the Chinese public but also an acute political challenge to the ruling Communist Party."
Apparently the government has banned publication of data on the subject for "fear of inciting social unrest."
But the Kahn and Yardley give us some data nevertheless:
- An internal, unpublicized report by the Chinese Academy of Environmental Planning in 2003 estimated that 300,000 people die each year from ambient air pollution, mostly of heart disease and lung cancer. An additional 110,000 deaths could be attributed to indoor air pollution caused by poorly ventilated coal and wood stoves or toxic fumes from shoddy construction materials, said a person involved in that study.
- Another report, prepared in 2005 by Chinese environmental experts, estimated that annual premature deaths attributable to outdoor air pollution were likely to reach 380,000 in 2010 and 550,000 in 2020.
and:
- A World Bank study done with SEPA, the national environmental agency, concluded that outdoor air pollution was already causing 350,000 to 400,000 premature deaths a year. Indoor pollution contributed to the deaths of an additional 300,000 people, while 60,000 died from diarrhea, bladder and stomach cancer and other diseases that can be caused by water-borne pollution.
Wait, there's more.
An official study to estimate the environmental cost of China's runaway economic growth was shut down prematurely.
Greenwashing, apparently, is in. Here's an absurd story to drive the point home: "Villagers in southwestern China are scratching their heads after an estimated more than $60,000 was spent to paint an entire barren mountainside green."
Whoo-hoo.
Smog from China is contributing to bad air quality and possibly even affecting the climate in parts of the western United States. The Telegraph also reports: "Almost a third of the air over Los Angeles and San Francisco can be traced directly to Asia..."
And now, to make things worse, they're probably going to beat up the Chinese enviromentalists who dare to speak up. Again from NYTimes:
"At least two leading environmental organizers have been prosecuted in recent weeks, and several others have received sharp warnings to tone down their criticism of local officials. One reason the authorities have cited: the need for social stability before the 2008 Olympics, once viewed as an opportunity for China to improve the environment."
Ouch.
Nation Branding 101: Embrace reality.
Welcome to the Emory Marketing Institute's blog - where we focus on the intersection of branding practices and business performance.
Our goal is to start meaningful conversations around a few topics of interest to us:
- Branding History
- Benefits of Branding
- Brand Strategy
- Resource Allocation
- Brand Lifecycle Management
- Marketing Programs
- Operations Management and Branding
- Brand Strength Assessment
- Brand Performance
- Brand Valuation
- Business to Consumer Branding
- Business to Business Branding
- Technology Branding
- Services Branding
- Branding Case Studies
- Branding Best/Worst Practices
- Private Label Competition
- Branding Commodities
- Branding in Emerging Markets
- Branding Retail Organizations
We invite you to participate, to contribute - ideas, suggestion, comments and insights. Join us in our learning journey...
