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OK, and one from yesterday too:
Speaking of yesterday, someone asked me what the “hot” topics are in branding these days. This gentleman had already asked a number of branding practitioners this same question, and almost unanimously they cited social media.
Because I have a funny way of expecting, when I am the customer, that I will receive polite and effective assistance, I replied that it’s customer service that is most relevant today. Mostly because too many organizations frankly suck at it, and don’t seem to care that they do, and because social media is simply a means of, in some cases, delivering that service.
By “customer service” I mean every interaction you ever have with your potential and actual customers, whether the interaction is online or in the real world. It is every touchpoint. And every touchpoint matters. This will sound alot like our definition of brand: that it’s what people think of you.
The biggest opportunity – the “hottest” opportunity – in branding today is to painstakingly map out every single point of contact you have with your audience, admit how much better these touchpoints could be, and then put a ton of effort into making them remark-able experiences.
Which your customers can then rave about on social media.
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CACHE WILL RETURN SEPTEMBER 6TH.
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BOOK: Buy the #1 Globe and Mail bestseller at Books for Business: http://goo.gl/vvC8uq
RADIO: interview on CBC Radio One about unhappiness with Microsoft Windows 8
TV: BNN interview re. Lance Armstrong’s brand (starts at the 3:30 mark, after the ad).
