Brand Ambassadors

Who Are Your Promise Keepers?

Thu, 08 Nov 2007 00:00:00 GMT

Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them, says William J. McEwen, author of Married to the Brand.

Don't Neglect Your Brand Ambassadors

Thu, 09 Aug 2007 00:00:00 GMT

Gallup has found that employees often feel disconnected from the brands they're asked to represent. They also have little knowledge of -- or enthusiasm for -- what it takes to transform customer transactions into enduring relationships.

Engaging Customers -- All Day, Every Day

Thu, 14 Sep 2006 00:00:00 GMT

Fully engaged customers deliver a 23% premium over average customers in share of wallet, profitability, revenue, and relationship growth. That's exactly why so many call centers survey customers to determine their level of engagement. But what happens in between measurements? Specifically, how can a team leader keep customer engagement from feeling like an isolated event, rather than a way of doing business?

In Search of the "Hero" Product

Thu, 13 Jul 2006 00:00:00 GMT

There's no easier way for a company to generate buzz than by launching new products. And Wall Street sure loves to hail businesses for their creativity and innovation. But is churning out one new offering after another really effective? What happens when every pizza chain decides to offer a stuffed-crust pizza and every cellphone maker develops a slim Razr clone?

Unleash Your Brand Ambassadors

Thu, 13 Apr 2006 00:00:00 GMT

A recent GlaxoSmithKline decision took the advertising industry by storm: The pharmaceutical giant enlisted its 8,000 U.S. sales representatives to act as "public relations ambassadors." The company hopes that the reps will help to counteract negative images of the pharma industry. Will other companies (including yours) follow their lead?

Marketers: Don't Ignore Your Company's Employees

Thu, 12 Jan 2006 00:00:00 GMT

In creating their brand images, businesses typically focus on the external world. They take a walk outside the organization to see how they look through the eyes of the prospects and customers they hope to entice. But too often, those companies overlook an audience that's every bit as important as the external one: the employees who "live" the brand every day.

Who's Answering the Phone?

Sat, 15 Sep 2001 00:00:00 GMT

Your company hired its call center employees to make pitches, take orders, and provide technical support. While the best call center employees are on the phone creating and retaining loyal customers, in just ten seconds a poorly trained employee could lose you a client you've been courting for years.

The Human Side of Brand

Sun, 17 Jun 2001 00:00:00 GMT

Imagine meeting your car dealer for lunch just to catch up. Or imagine a mechanic at the dealership working late because he promised your car would be back to you on time. Sound like a fantasy? Not at Audi USA. So how has Audi transformed branding from a cut-and-dried marketing practice into a force that releases and directs human energy?