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Authors

Ira Koretsky
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Duane Bailey
(click for all of Duane's posts)
Guest Bloggers
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The American fast-food segment is highly competitive. Competition among brands is fierce – with respect to price, food quality, service, location, and the condition of each restaurant. Established brands are struggling and, for many, same-store sales are declining. So when rising food costs caused Chipotle to raise U.S. menu prices an average of 6.25% to 6.5% during the second quarter of 2014, analysts expected a negative impact on store traffic and sales. Instead, Chipotle's same-store sales grew 17.3% for the second quarter, despite a weak U.S. economy. This was preceded by a strong first quarter, with 13.4% growth, and a…
I received an automated Twitter message the other day, in response to my decision to follow a health and wellness company that provides expert fitness advice and nutritional guidance. Since 2009, when I first opened my Twitter account, I've received thousands of these direct messages. What made this one stand out was its personal nature; specifically, the inclusion of the phrase, "I'm Neil – Community Manager @fitnessrepublic." I've always believed people place a higher value on relationships with other people than they do on relationships with a brand. So when a brand reaches out to me in a personal way…
The other day I gave one of our Storytelling for Executives workshop programs. In it I showed one of my all-time favorite videos, the Turbo Encabulator.  I show it to demonstrate the best and worst aspects of using jargon. Most people do not even realize how much jargon they use in his or her various communications. This video is a humorous way of gently reminding everyone to minimize jargon. One of the program participants asked me for the actual text of the video (see below), prompting me to write this post. You owe it to yourself to watch this one…
Tuesday, July 15, 2014

A Strong Brand Is More than a Promise

Written by Duane Bailey
I read an article in Forbes magazine a few years ago about purpose-driven branding, which spoke to the difference between a brand promise and a purpose. The article went on to say that while every brand makes a promise, not every brand has a purpose. Brands with purpose forge deeper relationships with their customers, differentiate themselves from their competitors and are worth paying more for. Your brand promise is ultimately how customers will experience your brand. Your brand promise is a statement of what you will do for your customers. A brand promise is to your brand what features are…
Your people, even the volunteers, are your brand. How they appear, what they say and what they do are all manifestations of your brand. While this may seem fairly obvious in a business setting (e.g., a salesperson on a sales call), it's often less obvious in non-business settings (e.g., employees on a community service project, volunteers serving others on behalf of a faith-based charitable organization, etc.). I encountered an example of this recently during my WorkCamp volunteer experience. To the residents we were helping, the other workers and I represented the faith-based service organization that had sent us to their…
I recently made a reservation for an appointment at an Apple Genius Bar. I had been away for a week and noticed my iPhone was running progressively slower as the week wore on. As I was preparing to return home, I decided it was time to have an Apple Genius take a look at it. When the time of my appointment had arrived, I walked into the Apple store and was greeted by an Apple Genius. With an iPad in hand, he asked me about my iPhone and how he could help. He ran some diagnostics and concluded my iOS…
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