Business Week/ by Steve Mckee/ May 9, 2008, 3:15PM EST
Summary
Human needs interaction with one another. In business, the interaction between customers and brands is essentially important. There are no people which belonged to some club. We are all members of different clubs like family, university, church and club of the real meaning. Auto brands generate a great sense of belonging well. Enthusiasts about his loyalty to the brand are powerful at showing their longing to belong to this brand. But it is very difficult for company to make them really want to belong to this brand. For many people, their morning appointment with Starbucks is like visiting with a trusted old friend just like familiar and comfortable. Just burrito could have a big role of making an airport friendly even if the frequency for boarding flight is very low. Only one impressive memory is also able to be attracted to consumers. Brands that prove themselves dependable over time win our loyalty. The old saying, "No one ever got fired for buying IBM?" The truth of that statement was rooted in IBM's reputation for dependability. IBM may have been boring, it may have been expensive, but it was dependable, and that was important.
Opinion
The head of company has to consider many factors influencing their business directly. The most important point is that they can't force friendship, belonging and dependability to customers. As marketers, there is no way to compel people to feel comfortable with their brand. Friendships that aren't stable aren't really friendships. All relationships have their ups and downs, but one of the definitions of a true friend is someone you can count on. And the time factor is different for different brands. As with friendship, the more interactions brand has with its customers the more the relationship can develop. Think about the strongest brands out there like Southwest Airlines, Apple, eBay, even Caterpillar. They understand the principles of belonging, friendship, and dependability, and they treat their customers accordingly. They know what they stand for and refrain from chasing business that would compromise their hard-won loyalty. We can, too, and the more we do so the greater the likelihood our company may one day be mentioned in the same breath as they are.
Human needs interaction with one another. In business, the interaction between customers and brands is essentially important. There are no people which belonged to some club. We are all members of different clubs like family, university, church and club of the real meaning. Auto brands generate a great sense of belonging well. Enthusiasts about his loyalty to the brand are powerful at showing their longing to belong to this brand. But it is very difficult for company to make them really want to belong to this brand. For many people, their morning appointment with Starbucks is like visiting with a trusted old friend just like familiar and comfortable. Just burrito could have a big role of making an airport friendly even if the frequency for boarding flight is very low. Only one impressive memory is also able to be attracted to consumers. Brands that prove themselves dependable over time win our loyalty. The old saying, "No one ever got fired for buying IBM?" The truth of that statement was rooted in IBM's reputation for dependability. IBM may have been boring, it may have been expensive, but it was dependable, and that was important.
Opinion
The head of company has to consider many factors influencing their business directly. The most important point is that they can't force friendship, belonging and dependability to customers. As marketers, there is no way to compel people to feel comfortable with their brand. Friendships that aren't stable aren't really friendships. All relationships have their ups and downs, but one of the definitions of a true friend is someone you can count on. And the time factor is different for different brands. As with friendship, the more interactions brand has with its customers the more the relationship can develop. Think about the strongest brands out there like Southwest Airlines, Apple, eBay, even Caterpillar. They understand the principles of belonging, friendship, and dependability, and they treat their customers accordingly. They know what they stand for and refrain from chasing business that would compromise their hard-won loyalty. We can, too, and the more we do so the greater the likelihood our company may one day be mentioned in the same breath as they are.
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