In some categories, a major component of the brand experience comes from human interaction, such as at premium hotels, restaurants and retailers, to name a few. Brands in these categories need their client-facing employees to be emotionally intelligent, attuned to customers’ needs, knowledgeable about the brand’s offer and motivated to look after customers. Having committed employees kick-starts a chain of benefits.
When companies are formed, the founders often have a clear reason for starting the business. This often defines what the brand stands for and shapes all the decision-making.
Once upon a time there was a durable goods company with a large staff of engineers. Management felt that the company would benefit from more creativity. Instead of hiring creative minds, the company decided to invest in transforming all of its engineers into creative, creator minds. It was a year of magical thinking.
Marketing has some important evergreen principles. One principle is this: just because a brand-business is customer-focused does not mean that customers come first. Customers come second. Customer-focused employees come first.
Strategy is “Future Competitive Advantage”. This definition works both at the level of the firm and at the level of the individual.
