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5 Ways to Achieve Experience-Based Brand Differentiation

coke-museumThe correlation between the need for superior customer service and stellar customer experiences with brands AND a struggling economy is not rocket science.  It makes sense that people are going to be more price sensitive than ever during an economic downturn, but they are also likely to be far more affected by negative or positive customer experiences — and that includes experiences with brands.

It’s a simple concept really.  When every dollar counts more than ever (like during a recession), consumers are far more aware of who they give their money to in exchange for products or services.  You better believe they remember and pay more attention to people who talk about positive or negative brand experiences.

What’s the solution for brand managers and marketers who want to achieve experience-based differentiation when the economy is weak?  Again, it’s simple.  [Read more…] about 5 Ways to Achieve Experience-Based Brand Differentiation

This Just In – Customer Experience Affects Brand Loyalty

lego_loyalty_cardIn a new study, Forrester reports the obvious – customer experience affects loyalty.  In case you were wondering if there was any correlation between experience and future action, you needn’t wonder anymore.  Forrester surveyed 4,500 U.S. consumers about 100 brands to come up with this finding.

However, there is more to it than the obvious.  The more interesting part of the survey is the comparison of the data to the results of a similar Forrester survey conducted in 2007.  Across all 12 industries included in the survey, the degree of correlation between experience and loyalty increased in 2008 over 2007.  The cause?  The tanking economy. [Read more…] about This Just In – Customer Experience Affects Brand Loyalty

It’s Bankruptcy Number 3 for Trump Entertainment

trump_plazaJust four years ago in 2005, Trump Entertainment emerged from its second Chapter 11 filing, and today, the company, along with nine of its affiliates, went down that path for a third time.  Certainly, the recession played a significant role in the fate of Trump Entertainment, which operates three casinos and hotels in New Jersey.  The company is quick to point out that the Chapter 11 filing will cause no changes in daily operations or the company’s philosophy. 

The Chapter 11 filing did not come as a surprise to financial experts, and it certainly won’t hurt Donald Trump who vocally disagreed with the Chapter 11 filing and stated he would resign from the company’s board if it filed for bankruptcy.  Looks like he’s moving onto bigger and better things, because according to an article on Reuters, Trump claimed that Trump Entertainment, “represents less than 1 percent of his net worth and that ‘my investment in it is worthless to me now.'”  Strong words from the anti-brand champion who vacated the role of CEO of Trump Entertainment after the 2005 bankruptcy problems. [Read more…] about It’s Bankruptcy Number 3 for Trump Entertainment

80% of Online Video Traffic Comes from Blog Referrals

youtube_generationThere is no doubt that online video is the next big trend in online marketing and branding.  Statistics from comScore show that the increase in online video has surged in the last year alone, and the 18-24 year old demographic watches more online video than television.  A new report from TubeMogul directly links the success of online video to blog referrals.

The TubeMogul report shows that longtail search drives 80% of traffic to the top online video websites. 

What does this tell us? 

Simply creating online branded videos isn’t enough.  To drive real traffic and make those videos work for your brand and your business, you need to reach out to bloggers.  That doesn’t mean simply inundating bloggers with PR pitches, but rather, actually building relationships with bloggers, particularly those who write about your brand’s niche.  [Read more…] about 80% of Online Video Traffic Comes from Blog Referrals

Carl’s Jr Goes Green

It wasn’t long ago that Hugh Hefner was the spokesman for Carl’s Jr.  Things have changed at the fast food chain, and the new focus is on the environment.  CKE Restaurants, the company that owns Carl’s Jr., is trying to reposition the brand as green by opening what it claims is the first of many green restaurants hitting the United States. 

The debut eco-friendly Carl’s Jr. restaurant is in Carpinteria, California, and according to BrandWeek, it includes, “Energy Star rated equipment, solar reflective roofing materials, a rainwater reuse system, a smart irrigation system for the landscaping and LED parking lot lights.”  The company plans to “measure and evaluate” the green elements of the new restaurant, and if they’re successful, the company will roll them out to more locations.  [Read more…] about Carl’s Jr Goes Green

5 Ways to Position Your Brand as Eco-Friendly

eco-friendly-brand-mugBy positioning your brand as eco-friendly, you’re accomplishing two goals.  First, you’re getting on board with a popular trend, and second, you’re helping to save the planet.  That’s a good combination!  But what steps can a company take to position a brand as being green?  Take a look at the suggestions below to get started.  It’s easier than you might think to be able to tell consumers your brand is green.

1. Your Company has to be Green Internally First

The first step to repositioning your brand as eco-friendly is to make changes inside.  Your customers aren’t going to believe messages claiming your brand is green if your employees don’t even recycle.  Instead, make sure that your employees are with you in your efforts. 

  • Encourage recycling.
  • Use recycled products.
  • Encourage telecommuting.
  • Reduce travel by using more video conferencing and webinars.
  • Choose to work with suppliers, distributors, and business partners who are eco-friendly.
  • Initiate internal programs to encourage and reward eco-friendly living.
  • Appoint employee advocates to lead the effort.
  • Pursue ways to reduce electricity consumption in your office.
  • And so on. [Read more…] about 5 Ways to Position Your Brand as Eco-Friendly