Tag Archives: Brand

Brand Architecture for Business Growth

An often overlooked, or underestimated, component of a brand strategy is brand architecture. Many companies manage their brand portfolio flawlessly, while plenty of leading corporations mismanage their brand architecture to the detriment of the bottom line. No need to be dramatic, though. Brand architecture does not make or break a company. BUT… brand architecture, designed

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VW logo

How a Brand Can Withstand Crisis

It’s not uncommon for a company or organization to face bad news that temporarily hurts its reputation. But not all reputation-harming news is the same degree of bad. For Volkswagen, what about the revelation that a group of its employees manipulated on-board software to falsify emissions results for 11 million diesel cars? Yeah, that’s about

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How to align your brand promise and customer experience

Having a tough time aligning your brand promise and customer experience? It’s not easy. Delivering a consistent customer experience every time takes employee buy-in at every stage. Your entire organization needs to be customer obsessed to reach brand experience maturity. In a recent Forrester® report, 34% of marketing leaders surveyed point out that “having a

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What is customer experience innovation?

The answer: NOT the same as customer experience ‘improvement.’ “Too many innovation initiatives are vulnerable to copycats… and since 72% of businesses look to copy companies in other industries… firms struggle to differentiate themselves from the herd.” Source: Forrester Research, “Business Model and Brand Fuel Customer Experience Innovation,” October 2013 Recently, Forrester Research, Inc.® interviewed

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Leveraging social media to turn loyal customers into brand influencers

In terms of brand influence, some of the greatest value in social media may come from your satisfied customers. Everyone’s talking about social media as an increasingly powerful business tool –not only for marketing promotions but for improving customer experience through rapid response to customer needs and concerns. But some of the greatest value in

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Leveraging social media to mitigate risk and build your brand

Highlights from WGL Radio Podcast with Beyond the Arc CEO, Steven Ramirez With increasing competition in the financial services industry, social media can do more than help businesses hear what customers are saying about their products and services in order to respond to issues and promote new offers. Social media is a crucial tool in

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Customer experience as a competitive advantage in home lending

Co-author: Steven J. Ramirez In the age of Dodd-Frank, mortgage lenders are waking up to a new reality:  customer experience isn’t just about practical service and compliance issues. An exceptional customer experience can mean the difference between winning and losing business altogether. Referrals are no longer driven by the real estate or financial world –consumers

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The new Facebook: 3 tips to help financial services maximize the value of Timeline

Just when you were getting used to Facebook, it’s changing…  Yet with the new Timeline interface, financial institutions can leverage a number of new features to increase engagement with customers. Here are a few practical tips you can easily put into action. 1.  Increase engagement for hot topics. With the new “Pin to Top” feature,

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Customer experience is the new brand

Lessons for businesses to increase brand impact Most companies spend a lot of time defining their brand – the values they want people to associate with their business – and market to promote that perception. But these days, companies face challenges in controlling how their brand is perceived, because customers have the tools to broadcast

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