Brand Engagement

When the Going Gets Tough

Thu, 10 Jul 2008 00:00:00 GMT

Companies around the globe, such as Starbucks, Procter & Gamble, and Wal-Mart, are battling with the marketing challenges posed by a tough economy. What strategies work best for these global brands -- and why? A marketing expert tackles these questions.

Transformational Change in Higher Education

Thu, 12 Jun 2008 00:00:00 GMT

Nova Southeastern University in Florida has gone to vast lengths to build its brand, in much the same way a successful business would. Here's how the school applied management practices commonly used in corporations and governmental organizations to its brand-building effort.

The Chief Marketing Officer's Dilemma

Thu, 13 Mar 2008 00:00:00 GMT

Powerhouse brands such as Chrysler, Sears, Visa, and Coca-Cola have recently changed their marketing leadership. Are the cast-off executives victims of high expectations? Or are their employers failing to recognize what really drives the health of their brands? Bill McEwen, author of Married to the Brand, tackles these questions, which are daunting today's marketing chiefs at companies across many industries.

Toyota Tackles an Audacious Goal

Thu, 14 Feb 2008 00:00:00 GMT

George Borst, president and CEO of Toyota Financial Services, had a daring plan for leading TFS through an expansion of its customer base and product line. But that required transformation in every aspect of his organization -- new people, infrastructure, knowledge, and skills. Some of the changes offered fresh opportunities, but others presented big problems. What's more, the expansion required Borst to discover new methods of leadership. Here's how he successfully transformed his organization -- and, in the process, himself.

Whatever Happened to the "Service Station"?

Thu, 13 Dec 2007 00:00:00 GMT

In their efforts to cut costs, companies in gasoline retailing -- and plenty of other industries -- are minimizing human interaction. But in doing so, they're undermining a major competitive advantage: the personal touch. Does this self-service approach risk turning their brands into commodities?

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.

The Future of Phones

Thu, 11 Oct 2007 00:00:00 GMT

"I think the last time I had a land line, it was in my dorm room in college." So says at least one 24-year old. Is he representative of a growing trend in phone usage? New research by The Gallup Panel reveals the answer to this and other questions.

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.

Building a Brand in Higher Education

Thu, 12 Jul 2007 00:00:00 GMT

Like businesses competing for talented workers, colleges and universities vie vigorously for talented students and calculate ways to improve the conversion rate from accepted to enrolled student. The solution to the challenges schools face: Build world-class brands, just as smart companies strive to do.

Beyond the Blackberry

Thu, 14 Jun 2007 00:00:00 GMT

A heads-up to marketers: Handheld-device users are willing to buy online and to pay more for the right brand. These and other findings were uncovered by a recent Gallup Panel survey.

Did Advertisers Lose the Super Bowl?

Thu, 08 Feb 2007 00:00:00 GMT

The Big Game is over, and the Indianapolis Colts have emerged triumphant. But who were the winners in that other "game" -- the one where advertisers spend millions to compete for viewers' attention? You've probably already read "reviews" of the ads in your newspaper or online. Our branding expert, however, raises more fundamental questions: Can marketers win at all by running expensive ads during the Super Bowl? And what would count as a victory?

Stretching the Brand Until it Breaks?

Thu, 11 Jan 2007 00:00:00 GMT

In their desire to conquer new markets, companies often alter or expand their brand promises and change their product offerings. But when doing so, marketers must address a vitally important matter: What should companies do about their current customers? After all, their loyalty and passion built the brand to the point where it could afford to reach into new territories in the first place.

Managing the Value of Your Brand

Thu, 12 Oct 2006 00:00:00 GMT

Many companies seek to enhance their brand value. But before they do that, they must first ask: Where does that value come from? The answer isn't as simple as you might think.

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?

What Makes Stock Investors Tick?

Thu, 13 Jul 2006 00:00:00 GMT

People who are otherwise thoughtful and reasonably intelligent can take appalling risks -- and make really bad decisions -- when it comes to the important task of managing their investments. A study of the Thai stock exchange explores why.

James Bond Comes to the Boardroom

Thu, 08 Jun 2006 00:00:00 GMT

Remember the days of Cold War espionage and intrigue, popularized in Bond films and John Le Carr� novels? Well, times have changed geopolitically, but businesses have come to embrace the merits of "tradecraft": They want to gain market advantage through a better understanding of the competition. In the corporate world, tradecraft is called "competitive intelligence." A former CIA agent-turned-management expert tells how to make it work for your company.

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?

How to Ruin a Product Launch

Thu, 09 Feb 2006 00:00:00 GMT

Too often, new-product announcements from banks' corporate offices precede the training that the front-line staff needs to sell or service the new product. As a result, there's a gap between what a bank's staff should know and what they actually do know. This hardly inspires bankers' -- or customers' -- confidence in the product.

This Manager Succeeds -- and Changes Lives

Thu, 09 Feb 2006 00:00:00 GMT

By aspiring to leave a positive legacy, T.G.I. Friday's manager Dennis Greer took a restaurant his company wanted to close and made it the most profitable in his region. Along the way, he changed some people's lives for the better. Greer's successful management makes for a turnaround story of the most inspiring kind.

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.

Can This Brand Marriage Be Saved?

Thu, 08 Dec 2005 00:00:00 GMT

Why do consumers make lifetime commitments to some brands, while "divorcing" others? What happens to customers when they feel the brand promise has been broken? The author of the recently released Married to the Brand tackles these and other questions on the minds of marketers.

What's Your Company's Purpose?

Thu, 08 Dec 2005 00:00:00 GMT

Roy Spence, the creator of ads for Wal-Mart, Southwest Airlines, BMW, and the U.S. Air Force -- among other major organizations -- tells how a sense of purpose can sustain a business. In a candid interview, "Reverend Roy" also offers blunt opinions on why values connect with customers but morals don't, and how advertising can have value in a fractured media world.

Problems, Problems, Problems

Thu, 10 Nov 2005 00:00:00 GMT

When a problem arises with a customer, this actually presents an opportunity for a company to improve the relationship, according to the author of Married to the Brand, out this month from Gallup Press. Indeed, a company's integrity is reinforced or even bolstered by evidence that is has a real commitment to its customers.

The Importance of That First Embrace

Thu, 10 Nov 2005 00:00:00 GMT

Too many banks squander the sense of anticipation customers have when they open a new bank account. This moment offers a small but significant window of opportunity for greater emotional and financial engagement -- not to mention for cross-selling.

What Measuring Customer Engagement Reveals

Thu, 13 Oct 2005 00:00:00 GMT

When engagement slides, key outcomes -- including future sales, growth, and profit -- are sure to follow, writes William J. McEwen, author of Married to the Brand. Every manager should be laser-focused on building and protecting the company's most precious assets -- its powerful and passionate customer relationships.