Archive for Brand Matters
What to do about the customerzilla?
Posted by: | CommentsMichel Hogan coined the term ‘customerzilla’ for those customers your business can never please and who seem to drain your staff’s time, energy and morale. Michel talks here to Fiona Boyd about what to do with the customerzilla.
Michel Hogan is the founder of Brandology, a company that advocates for other companies around their brand. She also has a blog at Brand Alignment and you can read her posts weekly on Smart Company where she writes the Brand Matters column.
Sometimes your internet marketing needs a half-yearly sale
Posted by: | CommentsIn the world of internet marketing there is a growing tendency to make every day a discount day. This is a grave mistake. The power of marketing is about its ability to create a dynamic sales pattern, building and ebbing the marketing pressure to form elastic curves of customer response that capitalise on the customer’s natural propensity to respond to the marketing message.
All too often internet marketers have been sucked into the idea that social media channels like Twitter are a channel down which you blast an endless series of special offers, with no thought or regard to any consideration other than sell, sell, sell. Yet this is an extraordinarily ineffective sales technique. Sure, a few suckers might respond – I always talk about the ‘donkey vote’, at the end of the day, no matter how terrible your product and poorly constructed your marketing message, there’s someone out there who will buy your product. Read More→
Don’t let your brand fall into the gap transcript
Posted by: | CommentsWhen a company’s brand and its behaviour are vastly different you could say that there’s a gap. Michel Hogan, founder of Brandology spoke with Fiona Boyd about ‘the gap’ in the vidpost Don’t let your brand fall into the gap. This post is the transcript of that interview. Read More→
Banish the customerzilla with your customer charter
Posted by: | CommentsMichel Hogan brand advocate and principal of Brandology has noticed and spoken about this with me in our video interviews, a trend she’s worried about that has been on the rise in the past few years.
It’s a rather creeping, annoying trend which on first appearances should lead to better overall customer service for all of us, but which Michel guesses may be at the heart of why service levels appear to be declining. The trend I’m skirting around, a bit loathe to mention is the rise of the customerzilla. Read More→
Brands need bite, give your brand some teeth vidpost
Posted by: | CommentsToo often a company’s brand isn’t exactly as strong and compelling as everyone involved with it would like it to be. Michel Hogan consults with companies on their brands and says that for many, they really need to give their brand some teeth. Michel founded a brand advocate company called Brandology to help businesses give their brands teeth and she talks here to Fiona Boyd, co-founder of Arts Hub and co-author of Niche Content Millionaire.
Michel Hogan has a weekly blog that is published on Smart Company, called Brand Matters and also blogs at Brand Alignment.
Why core values and your brand need to be aligned – transcript
Posted by: | CommentsMichel Hogan calls herself a ‘brand advocate’ and is passionate about helping company’s with their brand. This post is the transcript of the video interview Why core values and your brand need to be aligned. In this interview Michel explains to Fiona Boyd – co-author of Niche Content Millionaire and co-founder of Arts Hub why a company’s core values and brand simply must be in alignment.
Don’t let your brand fall into the gap
Posted by: | CommentsMichel Hogan founder of Brandology and author of the Brand Alignment blog has long experience in working with companies on their brand. One thing she’s noticed that comes up time and again, and has written about in her blog is the problem of the gap between what your company brand says about you and how your company actually functions, operates and behaves. Michel Hogan calls this ‘the gap’ and explains to Niche Content Millionaire co-author, Fiona Boyd, why it’s vital to pay attention to it and do something about it if you find that you have a ‘gap’.
Michel Hogan also writes a blog for Smart Company called Brand Matters.
Why core values and your brand need to be aligned
Posted by: | CommentsNothing jumps out at a customer more than when a company’s product or service delivery is out of step with its marketing message. And often the company involved is the least aware of this lack of alignment. Brand advocate and founder of Brandology, Michel Hogan talks to Fiona Boyd about why it’s critical to both know exactly what a company’s ’real’ core values are and how to bring the company’s brand into alignment with them. Sometimes getting this right leads to marvellous marketing opportunities that were originally overlooked.
Check out Michel Hogan’s weekly blog at Smart Company. Michel Hogan’s company Brandology works with companies and institutions on aligning their brand more authentically with what they do.
Common brand mistakes
Posted by: | CommentsThis post is a transcription of the videopost Common Brand Mistakes featuring Michel Hogan, founder and principal of Brandology talking to Fiona Boyd, co-author of Niche Content Millionaire about common things companies get wrong when it comes to their brand. Read More→
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