This recent event highlights the need for someone to be the eyes and ears for your brand.
In one corner...irritable, belligerent, narcissist actor Alec Baldwin. In the other corner, American Airlines.
This is a story where one of two brands has something to salvage...the one being American Airlines. Alec Baldwin, of the famous Baldwin brothers has a long track record of embarrassing behavior. Please Google "voice mail rant intended for his daughter" if you are not familiar with his temper. The episode last week that lead to him being thrown off of an American Airlines jet at Los Angeles International on a flight to JFK is another chapter in his turbulent (pardon the pun) life. He had refused to turn off his electronic device and after a spat with flight attendants, was tossed from the flight.
Alec's brand leaves a lot to be desired, but TV producers and advertisers continue to look beyond his transgressions and hire him.
On the other hand American Airlines has a need to protect its brand when under attack. Once Alec let loose on Twitter with invective that would make you think he had been beaten by flight attendants, American responded with "tweets" that explained the situation and that their crew was following federal safety regulations. American Airlines deals with Baldwin-types a thousand times a day. They knew how to react to this hostile situation and made certain the flying public heard another version of the story. Great job...you will get my business!
Your business can learn a lot from this story. If I ran American Airlines I would add Alec to the "no-fly" list.
Showing posts with label your brand. Show all posts
Showing posts with label your brand. Show all posts
Monday, December 12, 2011
Friday, December 9, 2011
Who are the eyes and ears for your brand?
Time is a valuable asset to any business owner. How is your time managed? How do you prioritize your tasks? Are you missing out on something because you don't have time? Are you willing to delegate?
The business owners I speak with often say something like this...
"I wish I could spend more time on marketing"
"I don't understand social media"
"I don't need to advertise"
"Marketing is tough because you can't measure it"
Each statement has merit because it represents how the owner feels. I pose the following question to illustrate the value of understanding how your business is being perceived in today's market:
Who are the eyes and ears of your brand?
Say what?
The evolution of social media has seen the transformation of "let's shout it from the mountaintops" advertising (TV, Radio, Billboard etc...) to conversation and engagement marketing (YouTube, Facebook, Twitter etc...). Your ad in the Super Bowl or in the Seinfeld finale had impact on the masses. Who knows how they felt about you, and they had little choice but to watch and listen.
Engagement and conversation has changed the landscape. Your business must adapt.
Who will be the eyes and ears of your brand? It needs to be someone you trust. Someone who will take "ownership" in your business even if they aren't the owner. Someone who understands social media and its intricacies. Someone who understands the impact of all comments tied to your brand. Someone as interested in your business' success as you are.
No small task.
The business owners I speak with often say something like this...
"I wish I could spend more time on marketing"
"I don't understand social media"
"I don't need to advertise"
"Marketing is tough because you can't measure it"
Each statement has merit because it represents how the owner feels. I pose the following question to illustrate the value of understanding how your business is being perceived in today's market:
Who are the eyes and ears of your brand?
Say what?
The evolution of social media has seen the transformation of "let's shout it from the mountaintops" advertising (TV, Radio, Billboard etc...) to conversation and engagement marketing (YouTube, Facebook, Twitter etc...). Your ad in the Super Bowl or in the Seinfeld finale had impact on the masses. Who knows how they felt about you, and they had little choice but to watch and listen.
Engagement and conversation has changed the landscape. Your business must adapt.
Who will be the eyes and ears of your brand? It needs to be someone you trust. Someone who will take "ownership" in your business even if they aren't the owner. Someone who understands social media and its intricacies. Someone who understands the impact of all comments tied to your brand. Someone as interested in your business' success as you are.
No small task.
Subscribe to:
Posts (Atom)