This one will knock your stockings right off the mantle.
In an epic new holiday promo, Canadian airline WestJet asked passengers about their holiday wishlists as they boarded a plane - and then had those gifts delivered to the baggage carousel at the passengers' destination.
When was the last time you wanted to take to social media to share something this nice about an airline?
Kudos to all involved.
Read more, here.
Branding has shifted dramatically with the advent of Internet technologies and social media. Companies can’t simply create a logo, a catchy tag line and a single, unified message and call it a day. Today’s brand marketers are challenged to truly connect with consumers in a more personal way.
Customer service has become a huge part of the branding experience as companies address public commentary that can have a negative impact by going viral, reaching thousands, if not millions via social channels. New data technologies allow companies to push out different brand messages to varying consumer sets, based on sex, demographics, online shopping behaviors and psychographics, at the micro- and macro-level with a few clicks of a mouse.
Chris Malone and Susan Fiske, in their book, The Human Brand: How We Relate to People, Products and Companies, profess that the brands with the greatest success today embrace two things to the fullest: warmth and competence. Humans are wired to migrate towards people who are warm and competent and thus it makes sense that brands capable of embracing these two traits will be inherently magnetic.
Reading this was an “aha moment” for me. Not only regarding the concept of branding, but in how it also... Read more