leschioblog-blog

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#McDStories = #McMistake

It Is sad that McDonalds have failed on the initiative of using tweeter. And they paid for it, to create a reason to promote and advertise his brand with the McDStories action. However, people start to use the campaign to complain about the product. But the medication become poison.

Even well intentioned companies could face a problem like that. See Above some examples:

In fact, they opened an undesired communication channel with customers…The problem is that it was public opened!!!

Some histories are better if was kept untold….and In general, people like to moan in public. More than that, hashtags could be used ironically. In fact, in general is like that. They must use other adequate media to communicate with your customers

This kind of campaign did not fit’s well in the fast food industry, in special to McDonalds brand, that use to have a very contested brand image and have many enemies worldwide, for being unfairly considered to represent the American capitalism oppressor power.

And Humans element must be considered carefully over and advertisement campaign like that. Love (support) and hate (criticism) are present in the society crowd, having impressions over brands that could appear anytime. That’s why nowadays is important to promote a good relationship with customers, trying to develop a good image and respect.

Finally, also to avoid this kind of mistakes, is important to find a good protected way to collect customers feedback, not publicly, and keep the focus straight, in what you need to promote. By the way, I still like a good big Mac!

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American Well: Spreading Health Anywhere

The video above is a great example of how far could go the Americal Weel  pro-ject. It shows the possible connection to a pet under distance, in order to promo-te psicologic support to the patients to fight against depression, for example. This is only one of the amazing possible uses under development that this  con-nection platform created over the internet of things could do.  It  Is  a  disrruptive idea on the medical services provided, using technology to connect Primary Ca-re Doctors, Nutricionists, Psychologists and other specialities with patients, spe-cially from corporations and governamental institutions or hospitals. Yet, It allow the interaction between them and acces to exams, and clinical data.

Created by Ido and Roy Schoenberg, It is changing the acces to healt and the future of the medicine in the future.

But There is something more that this revolutionary ideas created....It is helping on the cretion of a new field to marketing and branding positioning and  develo-pment in the platforms services!

The target market, by now, seems to be only from  B2B,  Busines to   Business, with focus on looking for adoption of Heath Insurace, Hospitals and Private Cli-nics, Pharmacy Chains and other Big Private  Corporations  or  some  Govern-mental Institutions. However, I understand that this is only a question of time to the adoption on individuals become bigger and become the main market for the American Well.

I Believe that  this could a be a great toll to increase the efficiency of the service, the reduction of the cost and the waiting time, and allow te acces to treatment for poor people on remote areas of the world, creating  social  inclusion  on  regions where there are no phisicians available. The new Telemed tablet is a perfect tool to promote this.

Since is and idea that could be replicated, the qualily of services is fundamental, and brand strategy must be strong focused on this. Yet, there are a huge market in other countries, in special South America, Asia and Africa, just waiting some-thing like this to appear.

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Burberry History and Perfect Marketing Positioning Strategy

The Tale of Thomas Burberry video shows the 160 years in the making, a story inspired by the pioneering discoveries of our founder, reimagining key events that have shaped Burberry’s history.

That was a amazing video to understad the history of Burberry, and how the brand make the right positioning on a very competitive market.

The history give her some characteristics that still are there, nowadays, like durability and practicity. The branding added to this a luxury stile brand, that also are aspirational, stylish and innovative, but at the same time funcional. That created the  “ Ascessible Luxury “ Niche market, with high margins of the best luxury competitors brands and at the same time, high demand volumes and penetration of the more accessible ones.  

I believe that the challenge to keep the success and growth sustainable over time is possible only by using onther new sub-brands, to keep the value . This will help on avoiding to become much popular, since the success could be a problem by a excessive affiliation of non target consummers. Allow the check mark for hi end products could may be a good strategy too.

Know woh to keep the brand on the top of the piramid is the secret of the success. Easier said than done.

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Singapore Airlines : Last Impressions Endure.

The Singapore Airlines is a good example of how a company  understands  the effects of the behavioral Science, and used that to get a competitive advantage.

They know that besides of bad events, the cusyomer tends to keep in their me-mories the last ones, or in other words, “ The last Impressions Endure.”

A ggod example is the event above:

The image above shows a post of a customer that just arrived in Philipines,     in the Manila Airport. The company did not found the luggage by some reason and the customers find in the luggage tray gifts with each passanger name on it. The customer recognize the care with them and for sure, that will be engraved on his memories. Singapure Airlines had transformed a problem in a amazing demons-tration of Custumoer Centric Focus and care with their premium service level, adding to that a great and remarkable ending. 

Perception is everything and is good to keep the best to the end.

Actions like that, when did in parallel with a Brand image connected to a premi-um service developed along years, did this company special and able to      get better margins that the competitors.  By this reason, I  believe  that   Singapore Airlines must follow his strategy on continue increasing the customer experien-ce. I am not saying to spend millions of dollar on new seat packages,  but  with simple attitudes like that, that cost few money, but have a powerfull effect.

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Branding Miths to Never Forget a Brand

We may not like the devil or evil things, but we could suppose that he drink’s good wine!!

It is amazing how a good history is capable to conquer a space in our brain, encarving on our memories a name and a product. A good example is the Wine Brand Casillero del Diablo created by Concha e Toro Winery from Chile. Even producing better wines with other Brands, for sure this one - “ Casillero del Diablo “ in special, is reconginized worldwide as probably the most remembered wine brand for chilean wine and is the most successful history in winemakers brand creation. “ the house of the devil’s wine “, is a proof that a mithology and a good history could be used to adress and make good brand.

A good mith or superstition is perfect to make customers mind remeber a brand, when our brain Stores, Encode and Retrive the memories much more easier when they are able to remember a Authentic and good History(narrative ) or mith...still better if is something scary or mystic... in other words, that is a strong advantage to a brand. Cheers!

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MYFIRSTTUMBLR!!!!

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