Results tagged “branding” from The Emory Marketing Institute Blog
As is often the case with labels and designations, what you name your product or solution actually determines to a significant measure - your success, or lack thereof. An example that comes to mind is the term "IT Service Management" which is an industry designation which was meant to be centered on the customer's perspective of IT's contribution to the business. Can you tell? I can't.
So a few years ago, one of the vendors in this same marketspace came up with the term"business service management" to show that IT was now aligned with a company's business objectives. The organizing principal of business service management is that IT departments must monitor and measure their services from a business perspective.In other words, business service management is "whatever is required to align the IT organization to the needs and demands of the business" (see Keyworth).
Even though this particlar vendor coined the term, it was unable to brand it in such a way that gave it ownership. To be sure, it started ahead of the pack, and continues to lead, but the other top three or four vendors in the industry have nearly caught up. The ultimate irony, the rivals are also using the phrase "business service management."
So how could the thought-leader have maintained a branded position?
Unfortunately, they lacked the marketing and branding know-how to do so. They didn't trade mark the term, or even use it as a "tag line" for their business. They failed to create and nurture a community of prospects and customers around their idea. In short, they left the barn door open.
The lesson?
If you're going to lead the market with a shaping strategy, you must follow through on branding your initiative in a way that belongs to you, particularly in the mind of the prospective customer.
P.S. - see how the French go overboard >>
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 >>
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...
