service brands
Marketing service brands: the toughest branding challenge today?
When it comes to building and maintaining a strong and distinctive brand in any category, the marketing terrain has never been more challenging. Arguably, the challenge is even more daunting for service brands. In part this reflects the power of today’s better-connected, highly empowered consumer to use digital word of mouth to spread the news [...]
// read moreMad women: which service brands have women seeing red?
To fuel the female-centric creative that we’re developing for our clients, Mullen’s Frank About Women took a current pulse on how women are feeling about customer service and service brands. We fielded a national consumer study covering a wide spectrum of service-based categories, and our findings reinforce just how tenuous the relationship is between women [...]
// read moreGame changing questions for service marketers
While working with our service-industry clients to assess their brand and business-building strategies and programs, typically we begin by asking some potentially game-changing questions: What’s your plan for branding from the inside out? Are your employees steeped in the brand? They better be, because the strongest service brands today are built on an employee base [...]
// read moreEMBARQ: New Economy + New Consumer Target = New Platform
Challenge: Begin with deteriorating economic realities, add telecom price wars and a redefined consumer target (families with kids under 18) and you’ve got the conditions for a smart new messaging platform – one that acknowledges the changing times and target audience. Solution: Leverage the reasons that families are spending more time at home together—changing lifestyles, life stages [...]
// read moreCSX: Transporting a Brand Forward
Challenge: Increase awareness and improve opinions of transportation giant CSX. Solution: Show that CSX is a responsible way to ship the products we love and need. CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives. Not [...]
// read moreSunTrust: Banks Have Left Us on Shaky Ground; Time for a Change
Challenge: Establish SunTrust as a trusted partner in this day and age when no one trusts financial institutions. Solution: Stand for something that consumers can genuinely believe in. Live solid. After the meltdown, that’s what people everywhere were looking for. A way to be solid, live solid, do business with a bank that was solid. [...]
// read moreLa Quinta: If You Have to Wake Up, at Least Wake Up on the Bright Side
Challenge: Refresh La Quinta’s brand positioning to differentiate it from a sea of look-alike competitors. Solution: By being an antidote to negativity and stress, La Quinta can build an emotional bond with travelers. Let’s face it: Travel has become pretty stressful these days. Especially for business travelers, who shuffle around the country praying for upgrades [...]
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