This book shows you how to build a powerful, lasting brand. You will learn how to involve the entire organization, from sales, customer service, shipping, product design, and marketing, in the branding process.
The author discusses how to create powerful Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. The author discusses how to create powerful, emotional, and unique experiences for others, turn every customer into an evangelist, and greatly expand your reach of influence. Use this book to define your personal and professional brand. Get A Copy. Published July 2nd by Wiley first published January 1st More Details Original Title.
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Sheryl Pickering rated it it was amazing Jun 11, Amy Johnson rated it it was amazing Jan 01, Ivan Dimitrov rated it really liked it Sep 27, Aaron rated it really liked it Dec 07, LeAnn Boardman rated it really liked it Jun 07, Max Hobbs rated it did not like it Mar 11, Brent Peterson rated it it was amazing Apr 08, John rated it really liked it Sep 03, Abbie rated it liked it May 22, Bunny Elia rated it really liked it Aug 29, Andres Aguilar Heck rated it really liked it Dec 24, Brandon Mauler rated it liked it Feb 28, Deborah marked it as to-read Oct 25, Alyna marked it as to-read Dec 24, Justin marked it as to-read Jul 03, When their first store opened, the pair immediately went to work building a relationship with the Burlington, Vermont community where it was located.
Their first summer there, they held a free movie festival by projecting movies onto the outside wall of the store. Throughout its existence, the company has been dedicated to creating jobs for Vermonters. As the now multi-million dollar company has grown, it has continued to strive to put out the highest quality products while still being good citizens:. Through their excellent employee retention plan, Costco shows that providing the ultimate customer experience starts with treating your employees well.
Costco is a general merchandise company that sells high quality, low-cost items from mayonnaise, to automobile tires, to crystal chandeliers. A crucial component of its success is employee loyalty, which translates to employee evangelism. In fact, Costco has the lowest employee turnover rate in retail.
And the company provides excellent benefits, contributing to employee k plans after two years and providing health insurance to part-time employees after six months of employment. Employees say they want to work at Costco until retirement—a rare expression of employee satisfaction. It also makes the communities where its stores are located happy. All of these aspects combined ensure that customers, employees, and the communities truly do get Wegmans best everyday.
Leaders at the company realized they would have to invest a lot of money and resources to be competitive in the market, and simply bowed out of the home and garden arena. But they did it with class.
Always concerned about its employees, Chase-Pitkin employees were offered jobs in Wegmans stores if they wanted them. Starbucks has grown to optimize the idea of creating a brand by generating so-called correct perceptions. The Starbucks brand is not entirely about coffee. The product only gets them in the game. What makes the brand and keeps the customers coming back are experiences and associations. We show, through our purchase, how sophisticated we are, how we know about the finer things in life.
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By associating with the Starbucks brand, we associate with success. It should come as no surprise that any company that neglects its customers is destined to be a consummate failure. The companies below were each failures in this department. Some misjudged the quality of their customer service, some wanted to cut costs and thought cutting customer service made the most sense, and some simply made mistakes during critical times.
The Brand Who Cried Wolf
There is a lesson to be learned from each of them: failing to create the ultimate customer experience for your customers will mean failure for your company sooner or later. In , Time Warner bought out Comcast Cable. Unfortunately, this turned out to be not entirely true for at least one customer in Southern California. A simple wireless router issue turned into eight hours of phone calls, at least three technician visits, unfulfilled promises to return calls, and all around incompetence.
A glaring and shocking example of how trust can be instantaneously eroded comes from the American Red Cross. This news angered many donors. They felt like their money was not reaching the intended recipients.
Sears was at one time the preeminent department store. When you heard the name Sears, you knew you could count on what you got.