Month: September 2002

9 1/2 Ways

9 1/2 Ways By Nick Wreden In the 11th century, the Holy Roman emperor Henry IV journeyed to Canossa to beg Pope Gregory VII for forgiveness for his transgressions. The emperor stood barefoot in the snow, dressed as a penitent, for three days before he was granted absolution. Today, the companies requiring brand forgiveness represent a depressing litany. WorldCom. Parmalat. Enron. Capital One. Martha Stewart. Corporate misdeeds hurt not only the companies but all businesses. In a recent Golin/Harris poll, 53 percent of the respondents said they would definitely or probably stop doing business with companies they doubted. If your business experiences a fall from grace, no matter the severity, here are the best ways to regain your customers’ lost trust and loyalty. 1. Be accountable. The first corporate reaction is often denial, or a refusal to comment. This tactic has danger written all over it, as evidenced by a Hill & Knowlton Inc./Opinion Research Corporation survey, which found that 62 percent of the respondents believe a company is covering up if it issues a “no comment.” Another common reaction is to point the finger. Who can forget Ford and Firestone blaming each other for the SUV rollovers? Instead of working together to save lives, they drove their brands to new lows. 2. Provide all the facts. The political truism “it’s not the crime; it’s the cover-up” also applies...

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A Magazine for Entrepreneurs and Marketers (14)

Down to Business: Branding A Master Of The Art Of Fame By Tsufit  It’s Better to Be Different than It Is to Be Better By Jeff Beals Branding and Marketing Basics for Nonprofit and Community Organizations By Dalya F. Massachi Building Your Brand: 5 Steps to Building a Strong Brand & an Optimized Customer Experience By Scott Glatstein Standing Out from the Sea of ‘Me-Too’ Competitors Online By Yanik Silver Yes! Throw Away Your Business Cards By BIG Mike McDaniel What if You Have Too Many Brands? By Suzanne Falter-Barns How To Amplify Your Branding With A Signature Story By Sean D’Souza 9 BIG Ideas for Better Business Cards BIG Mike McDaniel Creating a Brand for Way Cooley Coffee: Break All the Marketing Rules By Darby O’Brien Why Problem Based Positioning Is A Psychological Magnet By Sean D’Souza Don’t Send Wrong Signal to Customers By Mordechai Schiller 9 1/2 Ways By Nick Wreden What Does your Business Address Say? By BIG Mike McDaniel 10 Tips to Creating a Powerful Platform By Annie Jennings United We Brand: How to Create a Cohesive Brand That’s Seen, Heard and Remembered By Mike Moser Got Brand? Be Like Mike and Get One! Kristie Tamsevicius 8 Ways to Help Make Your Company’s Marketing Messages More Consistent By Suzan St Maur Six Reasons Why You Should Publish a Newsletter By Lee Goss PR Guide to Internet Monitoring and Clipping -Strategies...

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