London, Ink Presents Inside Out Branding for Credit Unions
•
3 likes•416 views
The document discusses an approach called "Inside-Out Branding" which focuses on elevating a company's brand through optimizing customer experiences rather than just promotional campaigns. It recommends (1) measuring customer satisfaction across all touchpoints, (2) identifying gaps and prioritizing initiatives to address them, and (3) getting whole organization involved in continually improving experiences that define the brand. The key lesson is that marketing should steward the customer experience, while the brand is the sum of all interactions, not just logos or ads.
![www.londonink.com Bob London’s Background ,[object Object],[object Object],[object Object],Emerging, Venture-Backed Tech Firms](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (7)
Similar to London, Ink Presents Inside Out Branding for Credit Unions
Similar to London, Ink Presents Inside Out Branding for Credit Unions (20)
More from Chief Listening Officers
More from Chief Listening Officers (6)
Recently uploaded
Recently uploaded (20)
London, Ink Presents Inside Out Branding for Credit Unions
- 1. Inside-Out Branding: Elevating the Role of Marketing (The fastest way to kill an average product is with a great promotional campaign.)
- 4. Marketers: Worst or best of times? “ Help” “ Best of Times” “ Ball of Confusion” “ Under Pressure” “ Survivor”
- 8. Inside-Out Branding = “Sum-of-the-parts” approach Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support The sum of the parts of your customer touch points.
- 9. Inside-Out Branding = “You are what your members experience” Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
- 12. So, if you were launching something, would you invest in the ad campaign or the product first ? Introducing the All New 2001 Bland! It’ll make your heart go tick-tick-tick!
- 13. What makes GM’s promotional investment wasteful? Spending hundreds of millions promoting a good-but-not-great product (customer experience). (Q: If they’d had moved the investment from ads to R&D, would the Volt have been here already?)
- 14. What Google did—and GM needs to do—is rethink ‘branding.’ Statement usability & accuracy Great IVR Clean branches Product A Service A Useful Web site Innovative New Product B Smart support Inside-Out Branding SM You are what your members experience.
- 24. Discussion
Editor's Notes
- What is Inside-Out Branding, and how can Credit Unions Use It to Strengthen Their Market Presence? Branding is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. Explore the concept of inside-out branding, which is the theory that an organization’s brand is a product of the activities inside your organization, and how your members experience and perceive your credit union. “ Branding” is the most misunderstood term in marketing, and perhaps in all of corporate America. A company’s brand doesn’t equate to or derive from its logo or tagline, or even its Web site or marketing budget. All of those are tactics and channels you can use to reflect and reinforce your brand to the marketplace. The concept of Inside-Out Branding states that an organization’s brand is a product of the activities inside your organization, and how your members experience and perception your Credit Union. So think of your brand as the sum total of the hundreds of touch points you have with your customers each week (see image at right), from the timeliness and accuracy of your statements, to the competitiveness of your rates, to the way members are greeted in the branch, to the clarity of your Web site. Your brand is the sum of all the ways in which your services enhance the day to day lives of your members. During this practical, engaging discussion, we will cover topics including: Determining the key drivers of your brand. Prioritizing which “fixes” to make. Marketing doesn’t own the brand--every employee owns a piece of it. Using your members to ignite your story. How to determine when you’re ready to invest in promoting your brand.