Don't forget the brand basics. I was reminded of this a few days ago when I met my parents for dinner to celebrate my father's birthday. We met at a restaurant that we have frequented several times before. In the past we have had a consistent, on-brand experience. Last weekend we most certainly did not, and I am not sure I will return.
The restaurant is a national chain that specializes in bison burgers and is named after its founder, someone you know who has founded many famous brands. Because I am a brand strategist, I tend to spend most of my time focusing on the big-picture. I work with my clients helping them develop sustainable brand strategies based on mission, core values and stakeholder engagement. Now and then I need a reminder that tactics are important to the success of a brand too.
This was never more evident than my experience a few days ago when we had to ask three separate waiters, three separate times if we could get a bottle of ketchup and mustard. I found it odd that we had to ask for what should be obvious brand basics. Mustard and ketchup at a burger place, hello!
While I am not ready to jump off that brand wagon yet, I am close. Recruiting and retaining brand champions also makes for a sustainable brand. Don't forget the brand basics.
Agreed.
It is all to common that we have to work with brands that are super sophisticated in their brand strategies but kill you with their service. Here in Toronto, Bell Canada is the poster child for this kind of disassociative brand identity disorder. I'd rather their brands were authentic -- "We're too big to care" -- so I would lose my naive expectations.
Axle Davids
www.distility.com
p.s. My first visit to Brand Champions Blog. I really like it!
Posted by: twitter.com/1day1brand | October 21, 2009 at 08:30 PM
Thanks Distility Branding for sharing your perspective and your kind comments. I look forward to learning more about what you do and following you on twitter.
Posted by: Rex Whisman | October 22, 2009 at 06:53 AM