united trilogy ends
Posted by Chris Houchens in branding, strategy on March 2, 2010
Last July, I wrote a post about United Breaks Guitars.
Dave Carroll had promised to write a trilogy of songs about the sub par customer experience he had with United Airlines. The first song was an internet sensation. Currently, it’s nearing over 8 million views on YouTube and it was heavily downloaded on iTunes. The second song wasn’t as much of a hit but still did well with about 900,000 views.
Carroll is releasing the third and final song tonight. I doubt if it will be as hot as the first one, but these three songs make a great point about how companies need to act in this digital age. In fact, the United Breaks Guitars case study was a last minute addition to my book Brand Zeitgeist as an example of how one unhappy customer can use the power of social media to move the image of the brand in the zeitgeist.
As Dave says…
I had hoped that creating these videos might make a big corporation rethink how they think of each and every customer but could never have imagined the potential hidden inside a music video and a few social media tools. Corporations of all kinds around the world now feel compelled, in part because of United Breaks Guitars, to build in a better model for customer care into their businesses. I’m proud to have been a part of it but the real credit goes to the millions of people around the world who took the time to laugh and tell a friend. The power behind the United Breaks Guitars Trilogy lies in the numbers of people from countries far and wide who are laughing with me.
Companies are worried about the effects of social media are having on their brands. Social media is not the danger. Businesses need to be concerned with customer service. People will tell their friends.
Update: The third song…
business book reviewers
Posted by Chris Houchens in branding on February 22, 2010
My publisher has provided me with a limited number of review copies of Brand Zeitgeist. I am looking for a few good online mavens and connectors who want to review the book.
If you have an active (couple of posts per month) small biz or marketing related blog, some dedicated Twitter followers, you’re a power Amazon reviewer, or you have some other online superpower — please email me and I’ll mail you a free copy of the book.
You’re under no obligation to provide a positive review — just an honest one. The reviews will be highlighted on this site and others during the online book tour from March 22 – 26.
The book is a quick read, 108 pages, and full of interesting case studies. The big idea behind Brand Zeitgiest is that it reinforces basic marketing and branding principles and illustrates how businesses can use fundamental aspects of human nature to develop a brand strategy. Find the pdf of the Brand Zeitgeist sell sheet here.
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By the way, the best way to keep up with events and other info about Brand Zeitgeist is to connect on the Brand Zeitgeist Facebook page (or if you’re not a FB person, all the Facebook posts feed to @BrandZeitgeist on Twitter.)
And mark your calendar for the Brand Zeitgeist Amazon.com Blitz on March 23rd. (Download a reminder for your calendar here.)
(Or if you can’t wait 
buy your copy of Brand Zeitgeist on Amazon.com or Barnes & Noble today!)
sell. don’t beg.
Posted by Chris Houchens in marketing on February 11, 2010
One of the analogies I probably wear out is comparing bad salespeople to the kids selling ads for school yearbooks.
At several times in my career, I was in charge of the marketing for local small businesses. In each job, I would get a call (sometimes a visit) each year from a member of the local middle or high school yearbook staff. The exchange would normally go something like this:
Me: Hello
Them: (mumble) Wanna buy a yearbook ad?
Me: No
Them: Bye
Aside from the fact that yearbook ads are not marketing (they’re donations), I may have entertained the idea of buying “an ad” if the kid had prepared SOME sort of sales presentation that focused on my marketing needs. You know, something like: the ad will be seen by parents who are your customers, people will see these ads in 20 years, etc. Anything in additon to just asking.
These days I hear lots of salespeople say, “I asked them if they wanted to buy _____ and they said no.”
If your sales pitch is just asking, you’re missing alot of potential sales.
(There’s also the problem of salespeople who just talk to the customer and never ASK for the sale — but that’s another post)
If you’re just asking people to buy, then you’re not a salesperson. You’re a beggar. It’s a small distinction, but an important one.
Most of this problem (and most sales problems) can be traced back to the salesperson’s motivation. Are they wanting to make a sale or are they trying to solve the customer’s problem?
People just trying to make a sale do make a few (the yearbook always has ads in it) — but problem solvers are always successful salespeople.
judging the book by the cover
Posted by Chris Houchens in branding on January 29, 2010
Brand Zeitgeist will be available in March.
Finally. I present to you the cover of Brand Zeitgeist.
My book, which will be available in March, reinforces basic marketing and branding principles and illustrates how organizations can use fundamental aspects of human nature to develop a brand strategy.
Click here to connect on the Brand Zeitgeist facebook page to stay informed about events and announcements about the book.
I’ll soon be looking for some folks who want to review advance copies of the book and/or host a stop on the blog book tour. Stay tuned.
insurgents in your organization
Posted by Chris Houchens in strategy on January 26, 2010
Late last week, Alex Bogusky was elevated from CD of Crispin Porter + Bogusky to “Chief Creative Insurgent“ of the ad agency’s parent company MDC Partners.
Hmmm.
Since, by definition, an insurgent is a rebel who revolts against authority or acts contrary to the policies of their organization, Bogusky has his work cut out for him. He’s fighting against “The Man” while simultaneously being “The Man“. That’s tough work.
While I typically despise jargon-ish job titles that have no meaning, the big idea behind this insurgent idea is right on target.
Every organization should have an “insurgent” that provides a contrarian point-of-view for the group. There needs to be someone to stand up and challenge the “that’s the way we’ve always done it” mantra.
The trouble is that most businesses quickly get rid of…or chase off their insurgents. There’s less chaos in the organization when everyone colors inside the lines. There’s also less opportunity for new growth and the ability to react / evolve to a world and market that’s changing faster everyday.
And insurgents have a rough life. They’re usually hated by fellow members and leaders of the group.
Maybe this CP+B move is smart. Maybe having “The Man” be the insurgent is the answer. If anyone can pull it off, Bogusky can.
punish your biggest fans
Posted by Chris Houchens in media, online, strategy on January 20, 2010
A memo from the top brass at the New York Times was sent to employees about the plan to charge for online content at nytimes.com…
Today we are announcing that we will be introducing a paid model for NYTimes.com at the beginning of 2011…we have chosen a metered approach that will offer users free access to a set number of articles per month and then charge users once they exceed that number.
(Read the full memo here)
There is no doubt that there will have to be a paid model for online news. Journalism is not free. But what’s the revenue solution for online news consumption? Hard to tell.
But I do know that penalizing your best and most frequent users is not the answer.
While I can see their plan is to try to have their cake and eat it too — I think it would work better in reverse. Give it to the power users. Those influencers would spread the links, ideas, etc to occassional users who would pay.
christine is not jared
Posted by Chris Houchens in advertising, branding on January 6, 2010
Way back in the “early oughts”, Pepsico / Tricon (now known as Yum!) employed Jason “george costanza” Alexander to make the pitch that Kentucky FRIED Chicken was diet food. It was attacked as a stupid outrageous advertising campaign and was quietly shelved.
But just because a stupid idea didn’t work doesn’t mean the same company can’t try it again a few years later.
Here in 2010, Yum! is trying to get me to go on the Taco Bell Drive-Thru Diet. The most striking thing is how the disclaimers outweigh the copy on the ads. It’s like talking to Mr. Subliminal:
- Try the Taco Bell Drive-Thru Diet! (not a weight loss plan)
- I lost weight! (results are not typical)
- Fresco is a healthier choice! (not a low calorie food.)
Rule of thumb: If you have more in the disclaimer than in the ad, then maybe it’s not a great promotion idea.
Companies almost always have cricks in their necks from looking at what the competition is doing. I’m sure Yum! thought they had found their Subway Jared when they found the face of the Drive-Thru Diet, Christine, who said she lost 54 pounds by eating at Taco Bell.
But healthy is a part of the Subway brand. If a major part of your normal promotional campaigns involve trying to get people to eat another “Fourth Meal” or getting customers to add more nacho cheese, then you should stay away from the words “diet” and “healthy“.
A consistent long-term brand image that consumers can identify with (even if it’s unhealthy) is more important that a New Years resolution inspired revenue bump in Q1. Pick a strategy and go with it. You can’t have your nachos and eat them too.
best of 2009
Posted by Chris Houchens in marketing on December 23, 2009
People hate year end lists.
But at the end of each year that I have blogged, I have done a list of top / favorite posts from the previous year. You can peruse previous years here: [2005] [2006] [2007] [2008]
I basically do the year end list for two reasons:
- Me. I enjoy going back in the archives and rediscovering posts I had forgotten. Doing the year end list also helps me organize each year’s good stuff from my not-so-good stuff
- You. New readers that joined later in the year may not have waded back through the archives. Or regulars may have missed one of these.
The criteria for the list? Some got lots of traffic or lots of commentary. And some are just ones that I really like.
- In terms of traffic, comments, tweets, etc, Do as they say, not as they do was the biggest post of the year. Basically, it affirms the fact that ad agency web sites stink.
- I did fewer speaking engagements in 2009 because companies were bringing in fewer speakers or canceling meetings altogether. In fact, I wrote a post suggesting that people cancel their meeting.
- Ah, the economy. Companies not only decided to kill off knowledge picked up from meetings, but also knee-jerked into a fear based marketing strategy during tough economic times.
- But didn’t you know you no longer have to spend money on marketing? Just talk to the kids on that MyFace thing for free! Just watch out for your company’s looming social media disaster.
- After they knee-jerked and destroyed their premium brand, I offered Starbucks some budget conscious marketing ideas
- In November, British Airways flew me to London and I brought back some thoughts about international marketing.
- A short post about the little things.
- Don’t make me hurt you. Stop using these stupid ad and marketing phrases.
In 2010, I hope to write more posts more here and cut back on writing what could be a good post here in 140 characters on Twitter instead. Either way, I’m sure that there will be more posts here in 2010 because my writing time will no longer be solely devoted to Brand Zeitgeist which, after several delays (mostly caused by me), will be published this Spring.
As always, thank you for reading, commenting on, and spreading the ideas that I publish here.
getting priorities straight
Posted by Chris Houchens in branding, strategy on December 18, 2009
Paula Berg is leaving her position as Manager of Emerging Media at Southwest Airlines. And instead of burning bridges on the way out, she left a (ahem) LUV note about Southwest.
Like any good marketer — alot of it is promotional talk, but there are many items on the list that showcase how Southwest builds a brand through their employees.
The one that struck me the most was #33:
Employees first, Customers next, Shareholders last.
Companies get the order of these mixed up all the time. Actually, most businesses have priorities that are the complete reverse of this.
And then there are businesses that think the customer should be first. That’s not always true. The customer is NOT always right. But if you have treated your employees right today and shown them that they are valuable, then they are eager to make sure the customer is satisfied tomorrow.
And shareholders will be happy with their ROI because good employees cultivate good customers (see previous paragraph) who are loyal to the brand and continue to spend money with the company.
the one where I talk about international marketing
Posted by Chris Houchens in marketing, strategy on December 11, 2009
In late November, I was fortunate enough to be included in the third of three groups of American entrepreneurs invited to London by British Airways as a part of their Face of Opportunity conferences.
I’ve often said that it should be a requirement for all high school or college students to travel abroad. I was lucky enough to travel internationally at that point in my life and it helped to make sure I didn’t have a myopic worldview.
Today, I would think anyone in business could easily see the implications of the global economy. And I would hope that anyone who spends anytime online can see the global associations caused by the Internet.
But they really don’t.
Yes. Online connections can be made with anyone in the world. Some of my first heavy commenters when I began this blog back in 2005 were a woman in Canada and a guy in Russia. Even today, when I look at my Google Analytics traffic map or my Twitter followers, it blows me away that people from all over the world are reading my thoughts.
But just as barcamps, tweetups, conferences, and other real world meetups help cement relationships that we build online with fellow countrymen (and women), I think these real world meetings are even more important with the global community.
There’s the old saying that you really don’t understand someone until you’ve walked a mile in their shoes. People in your same country share your same cultural shoes. You really don’t understand a foreign culture until you’ve lived it for a few days.
And this is especially important in marketing. While participants in the groups that I spoke to at the British Airways event had many questions about doing business internationally — especially about logistics, one other common question was about international marketing. No matter the group you’re marketing to, it’s all about understanding the target group’s values, traditions, and worldviews. You cannot market to a culture that you have never personally experienced.
You also have to understand the current and long-term trends as they apply internationally to be successful in creating a global marketing strategy. One of the most striking quotes from the Face of Opportunity conference came from one of its best speakers, Digby, Lord Jones of Birmingham:
“We (the British) ruled the world in the 19th century, you Americans owned the 20th. This is Asia’s century, and how we all play that will define commercial success for the next 100 years.”
The worldview we have become accustomed to is changing. And when developing a global marketing strategy, you’ll have to throw away all the old ways of thinking and preconceived ideas. An incident during another presentation at the event highlighted this issue. A speaker used the example of the Chevy Nova not selling in Spanish speaking countries because the name supposedly translates into “it doesn’t go”. A member of the audience interrupted and called the story bogus as proven by Snopes and others:
Assuming that Spanish speakers would naturally see the word “nova” as equivalent to the phrase “no va” and think “Hey, this car doesn’t go!” is akin to assuming that English speakers would spurn a dinette set sold under the name Notable because nobody wants a dinette set that doesn’t include a table.
But I think most business people’s knowledge of international marketing only goes as far as the Chevy Nova and other false examples like baby food in Africa. If you’re planning a global marketing strategy, you need to start fresh with thinking approaches to marketing and not rely on old models as the world is a drastically different place than just a few years ago. Of course, as previously mentioned, the best thing you can do to help your marketing is go experience the country you’re planning to expand into.
But here’s the thing. Even if you don’t think you’re a global business, you are. If you’re online, you’re global and you need to think that way.
–Kent Bernhard, Jr. gives a much better a great play-by-play account of the British Airways Chicago-to-London Face of Opportunity events for Portfolio.
–Disclosure: British Airways provided my travel expenses for this trip.
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