| "Building
a Brand Through Service"
Problem: Many advertisers listen to
focus groups and conclude that "good service" is the main
motivator for consumers’ choice.
Solution: In a speakers series that started by George Lemmond
at the national meeting of the Public Utilities Communicators
Association, he concludes that service is a self-defeating premise
for a company’s positioning. There are notable exceptions, but it
is almost always unbelievable and undeliverable.
Results: Clients searched for more believable positions for
customers’ loyalty. "A reputation for service must be earned
over time. Once it is proven, it can become the culture, and after
that it can become a mystique. Only then can you start to talk about
it."
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