Editor - David Taylor

My Photo

brandgym coaching services

  • Vision to Action
    Creating an inspiring brand vision, positioning and action plan, including Brand Purpose, Brand Revitalisation and Global Branding
  • Grow the Core
    Creating ideas to sell more of the core, including Turbo-charged Marketing Plans and Category Growth Visions
  • Brand Stretch
    Strategic innovation to create new products and services, including New Brand Devt, Brand Portfolio Strategy and Brand Architecture
  • brandgym partner network
    More about the opportunity to become a brandgym partner, and who we're looking for

brandgym books

« Casino Royale: the Bond brand is BACK! | Main | Manifesto for REAL brands »


replica watches

However, there are a couple of big provisos. First, you have to be highly differentiated, as is the case with Nintendo.


Bill this is an outstanding post. I cteelmoply agree that customer experience is so essential to the brand promise that it should be considered an integral part of the brand itself.The one thing I notice is that you equate branding with the buy-in of customer-facing staff. In my experience, gaining commitment, not just cooperation, of the customer-facing staff is critical and difficult to achieve. Old habits, processes and compensation structures all conspire against you in motivating employees to step out of the company guidelines to provide a memorable experience to their customers.You must start with vision, as you have outlined here, but you cannot stop there. Enlisting early adopter employees, gaining quick wins and marketing internally all are critical components to achieving success at such a meaningful change.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)