August 2, 2005

Lifestyle Touchpoints

Great interview in the Sunday Times with Kenneth J. Roberts, chief executive of Lippincott Mercer, a brand consulting firm.

First question: "Aside from basic advertising and marketing, what does building a brand entail?"

His response begins..."What it's all about is reaching your customer through touch points, or all the points where people interact with a product."

Well, we've been saying this - and doing it - for some time now. So it's nice to see the value confirmed by someone whose primary business is branding. We call them Lifestyle Touchpoints, and our study of customers' habits enables us to identify just the right places and points of contact to communicate most effectively.

Being the Brand

Roberts goes on to talk about the importance of brands that create a consistent experience for customers...like Virgin and Starbucks.

As an example of what isn't working, he cites Mercedes. Ten years ago, Mercedes made only three lines of cars. Now they sell cars at prices ranging from $27,000 to $150,000...and that means they're covering too broad a market segment and diluting the brand.

Mercedes is no longer "being the brand."

Virgin and Starbucks are always "being the brand."

I can't remember which Far East airline it is...maybe Singapore Airlines, but I'm not sure...anyway, they only hire female flight attendants who can wear one size uniform (so they have a very "uniform" look)...they serve scented hot towels and the air is lightly scented with the same aroma...they are "being the brand" throughout every amenity.

Is their service in fact any better than any other airline? The answer is "No."

But, by virtue of perception...by BEING the brand...that airline is consistently voted as having the best service of any airline in the world.

The domestic carriers have virtually abdicated any branding, and - therefore - any customer loyalty. Board a domestic flight and they tell you that it is operated by some other company you've never heard of. In-flight magazines are disappearing, along with any other amenities. Even first class food is inedible on domestic flights. You are in an anonymous vacuum. No wonder the airlines are all circling the drain. Except, of course, for a few smart ones like Southwest.

You can't SAY you're different or better or special. You've just gotta BE it.

What people want most in an elected official is honesty. But a candidate cannot SAY they are honest. They just need to BE it.

Brands, too. They've just got to BE it.