Any brand can look great online and attractive on paper.
However, many of the brands that we work with are switched on 24/7, which means that their people
often have to perform much harder than the collateral that promotes them.
It is often said that first impressions make a brand but it is equally the case that last impressions can break them. Almost everything that happens in between - from late night room service to a genuine fond farewell - contributes to an individual customer's unique impression of a brand.
Developing branded differentiators is about deciding which of the organisation's standard operating procedures (SOPs) is an opportunity to really differentiate the experience. Which are the dimensions on which your brand is going to be known for being first, best or biggest? Which will be your brand's 'magic moments' or its 'blue riband' signatures and how are you going to deliver them consistently?
However, many of the brands that we work with are switched on 24/7, which means that their people
often have to perform much harder than the collateral that promotes them.
It is often said that first impressions make a brand but it is equally the case that last impressions can break them. Almost everything that happens in between - from late night room service to a genuine fond farewell - contributes to an individual customer's unique impression of a brand.
Developing branded differentiators is about deciding which of the organisation's standard operating procedures (SOPs) is an opportunity to really differentiate the experience. Which are the dimensions on which your brand is going to be known for being first, best or biggest? Which will be your brand's 'magic moments' or its 'blue riband' signatures and how are you going to deliver them consistently?