brand ambassadors Archives

5 steps to attract, create and retain super-high value customers

We all know that customers who recommend your brand to others are valuable to your business. If these customers strongly recommend your brand to others, then it has done something for them that they love. So, I call these customers Brand Fans. Typically, they are the least sensitive to the prices your brand charges and […]

Brand Fans – who are they and why are they vital to the success of your business?

Think about what defines a fan and you’ll probably immediately think about enthusiastic, passionate followers of sport, music, celebrities. But it’s a term that is increasingly becoming associated with brands. Brand fans are the customers/clients who have been surprised or delighted by what a business has done for them, to the extent that they will […]

A puppy shows that Sainsbury’s new strategy is working well

A valuable lesson for any business Sarah Warby – Board Marketing Director at Sainsbury’s – is on a mission to ‘stop making shopping hard work’. Examples of this new focus are becoming evident – simplifying pricing and promotions and making the website easier to navigate for a better online shopping experience, are just a couple. […]

Air New Zealand compensation – A lesson in creating brand advocates

Hats off to Air New Zealand on two counts… 1. The airline has just been recognised as having the best safety record in the world. Bravo! 2. The airline truly understands how to create brand advocates out of a negative customer experience situation. Commendable! What happened? An aeroplane bound for Auckland from Hawaii has been […]

Little Chef – A surprising customer experience!

Whilst travelling last week, I needed to download and view some attachments on a laptop. I pulled into a service area on the hunt for a wifi zone and ended up in a Little Chef. It’s years since my last visit – a breakfast stop whilst on my way to a sporting event early one Sunday […]

Virgin Holidays serve up Rock Star service

There are some great examples of brand thinking and brand behaviour at Virgin. First came Virgin Atlantic with the legendary and award winning Upper Class service. Now Virgin Holidays has ‘Rock Star’ service. Why am I highlighting this? These are great examples of legendary (talk-about) services that differentiate Virgin from the rest by better understanding and […]