Every consumer has their go-to brands—the companies they will do business with again and again because of a trusted track record, great product and strong service. Every company wants to be a go-to brand, only about one-third of them reach that status. In order to become the preferred brand of customers of the future, brands need to focus on connection and progress.
Today, Apple regularly tops lists of companies with the best customer experiences and the most innovative products. But that hasn’t always been the case. When Apple was founded, few companies even considered customer experience. As the company was first gaining traction, Steve Jobs brought on people who understood customers to take risks and prioritize experience when few other companies were. One of those early leaders, John Sculley, went on to become CEO of Apple.
After Kobe Bryant’s shocking death on Sunday, headlines started to circulate about Nike and how they were handling the sale of Kobe Bryant merchandise. Nike reported they had sold out of all of Bryant-related merchandise. When customers search for Bryant-related products, they are re-directed to a Kobe Bryant memorial page. The clarification came after sources claimed Nike had pulled its Bryant merchandise to limit profiteering from his death.
Corporate apologies can fix a PR disaster and turn around ill will towards a company. However, when done poorly, apologies can add to the problem and seem disingenuous and insincere. Here are 10 examples of the most powerful corporate apologies showing a heartfelt apology can make the difference.
Disney started with content — really amazing content. But it wasn't long that these cartoons became brands of their own, with huge fan followings. And it makes sense that now Netflix — who is enjoying the same cult-like following for many of its original shows — will sell merchandise that reflect fan favorites. [...]
Even casual tennis fans know the power and success of Serena Williams. The superstar’s career has spanned decades and led to dozens of titles from tournaments around the world, including a staggering 39 Grand Slam titles, earning her the title of the greatest in women’s tennis history. Serena is known for her bold style and for using her ace serve in critical moments. Always calm under pressure, she regularly takes calculated and thoughtful risks. [...]
There’s never been a more exciting or more challenging time to be a marketer. Customer expectations are changing by the minute, meaning marketers have to be on the ball to keep up with new ideas. How can they help their companies grow while still keeping their brand current and relevant?
One of the brightest and most recognizable accessory brands around is Vera Bradley. Its bold patterns and functional designs make it a desirable brand for purses, wallets, and more. But beyond the bright colors is a successful brand that had stood the test of time and showcases the importance of building a brand that lasts...
What is the purpose of a brand? This is a question I’ve been asking to a handful of thought leaders. Ryan Hanley--the VP of Marketing at TrustedChoice.com, speaker, podcaster and author of the Amazon bestseller Content Warfare--was someone I discovered through his show on Periscope, where he took it upon himself to dissect an article I had written on the purpose of a brand...