Category Loyalty/CRM

Did I Get Your Attention???

Cutting through the morass of brand messaging is an age-old problem.  One brand, Chase, has seized an opportunity to find new ways to activate their brand and their airline loyalty program – the handrails on escalators at airports

I like to think of these types of activations as ‘interrupters’ – ad firms, brands, service providers, and property owners (in this case, an airport) finding new ways to catch our attention (and monetize their assets).  This reminds me of when ads began appearing on the little separator bars on supermarket conveyor belts at the cash wraps – or Cheesecake Factory’s menus that are full of advertising.

It appears this new activation opportunity is the business model of a firm called AdrailUSA

What do you think?

  • Is this too much or it is a perfect blend of relevant (airline loyalty program activation at the airport) and timely execution?
  • Are we moving towards a world of omni-advertising that consumes every surface and experience a consumer has in obtrusive ways?
  • Or, is this an example of stated preferences (“I think there are too many ads”) being out of alignment with observed behavior (this type of activation driving conversion and actions)?

Coke and a Smile!

In late 2010, Coca Cola released their ‘Content 2020′ plan… and communicated their strategy though the use of an interesting set of videos.   I have watched the videos too many times to mention – I am a bit spellbound.   I keep coming back for a couple of reasons:

  • The strategy is compelling… the shifts make sense and are brilliantly-explained in a building logic that Barbara Minto would be proud of!
  • Coke’s use of RSA Animate to illustrate their strategy is brilliant – it actually is a great representation of the company’s strategy of ‘creating content so contagious, that it can’t be controlled’… exactly what these videos are…

They have divided the brand communication strategy up into logical chapters:

  1. Liquid and Linked Content Development
  2. The Case for Change
  3. The Evolution of Storytelling
  4. Baking ‘Live Positively’ into Storytelling
  5. From Insights to Provocations – the creative brief = Bigger Thinking
  6. Developing Liquid Content
  7. Investment Principles for Liquid Content
  8. Researching Liquid Content
  9. Applying the Dollar Multiplier to the Iterative Production Process
  10. Summary…

Check out the videos below – I think you might dig them…

Here is video – Part 1

Here is video – Part 2:


Netflix’ Brand Strategy… Doh?

Much has been made about the purportedly poor decision-making by Reed Hastings and team at Netflix.  For sure, there were some fundamental bradn errors in terms of misunderstandings around consumer relationships, price sensitivity, etc.

However, as time goes by, more nuanced perspectives on the Netflix brand story are coming to light.

Ken Favaro with Kasturi Rangan wrote an interesting take on the pros and cons of the Netflix situation in the Strategy+Business.

Check it out below

CLICK HERE FOR THE STORY

 

Consumer Experience In the Details

Have you ever stayed at a hotel that knocked your socks off and left you thinking “this hotel thinks of everything!”  The best-in-class players in the hospitality industry are full of ‘tricks’ that allow them to surprise and delight consumers in their 360 experience.

One notable story tells of the valet/bellhop at a famous five-star hotel who asks every guest as they arrive, “have you stayed us before, or is this our first time to welcome you?” If the guest says that she has stayed at the hotel before, then as the valet walks the guest into the lobby, he signals to the registration desk – by touching his ear.  This allows the front desk to surprise the guest when they say “welcome back, Mrs. Jones, we’ve missed you”  The guest is amazed and is left to wonder how the front desk could have possibly known they are a ‘returning guest’  without looking at the computer.  Alas, loyalty and consumer experience are all in the small details and the tricks the consumer-facing team can devise to take the experience from good to great!

Joshua Gans just wrote a terrific essay in the Harvard Business Review on how Walt Disney created a ‘culture’ of focusing on the hidden details to drive the consumer experience at his theme parks… and how Disney beat Apple to the punch.  An entertaining read that is spot-on about focusing on the details of brand experience – check it out and share it!

CLICK HERE FOR LINK TO STORY