Wednesday, 30 June 2010
Friday, 25 June 2010
It cuts to the heart of what this blog is all about.
Heish faced a dilemma that all CEOs face:
Either; bow to short-term share holder financial pressure...
Or; maintain Zappo’s commitment (and investment) to delivering brand experiences that delight consumers.
Zappo’s has a great reputation. [See my previous posting about their commitment to a culture and values that focused on WOWing consumers’ through service.]
To protect Zappo’s hard earned reputation Heish sold to Amazon [Another great brand experience organisation.]
It was really smart move.
The article quotes Heish’s rationale:
“...Some board members had always viewed our company culture as a pet project — “Tony’s social experiments,” they called it. I disagreed. I believe that getting the culture right is the most important thing a company can do. But the board took the conventional view — namely, that a business should focus on profitability first and then use the profits to do nice things for its employees.
... (I thought) better service would translate into lots of repeat customers, which would mean low marketing expenses, long-term profits, and fast growth.”
I totally agree.
It is simple. Delight your consumer and they will reward you with long-term loyalty, advocacy and more sells.
Zappo’s net sales were up almost 50 percent in first quarter of 2010...evidence that Heish got it right.
If you work at a brand organisation it would be really good idea to look at how you are delivering brand experiences across the path to advocacy and see how you can replicate Zappo’s success.
Sunday, 20 June 2010
Sunday, 13 June 2010
There is a great article by Goviral in Media Week (UK).
It is clear that great content and a smart seeding strategy can make viral ads really effective way to get noticed.
If you are interested in viral ads and/or enjoy watching them go-read-it.
Here is the list of the UK current top ten.
Make a cup of tea, turn-off the phone/emails and enjoy (leave the gentle Stella 12 minute documentary until you have more time...particularly if you are into poster advertising. In my view it delivers a very rich and powerful brand experience)
- Nike – Write the Future (Wieden+Kennedy Amsterdam)
- Pool Worldwide Amsterdam)
- CCCP Amsterdam)
- Saatchi & Saatchi Los Angeles)
- Anomaly London)
- Mother New York)
- BBH New York)