Kevin Harrington // marketing // blog

Posts Tagged ‘brand advocacy’

It’s the contrasts I find interesting. In a couple of hours opinions of a business and it’s brand image can change so quickly.

For the worse: a McDonald’s cashier swearing in front of my children. Unacceptable and I paid for the privilege of that.

For the better: ASDA, who aren’t high on my list, had a manager on the checkout genuinely wanting to know the customers view of their range and the shopping experience.

Which business is going to improve the most? It really is no contest is it? If they had conducted a Net Promoter Score on the same day it would have shown them poles apart.

Brand advocacy

I read a fine article in Marketing magazine about brand advocacy.

“Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.

“But in reality, plenty of brands over the years have found the opposite strategy to be more effective: don’t shout too loudly, then delight consumers when the product experience exceeds their expectations.

“The strategy of under-promising and over-delivering is one that seems to be gaining ground. Two recent studies suggest it is key to delivering profitable growth, though both underline how many brands continue to disappoint.”

Read the rest of this at Brand Republic.