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Feel-good branding

The other day I received a letter from my storage company. I rent a box there where I keep all sorts of stuff that I have no room for a home.

 

I was so delighted to get this letter.

 

Not only was it not the annual invoice, it was one of their newsletters which they send to all their customers a few times a year.

 

It’s a paper newsletter, two pages stapled together and ‘designed’ with a basic dtp program. It’s not particularly well written, but it’s full of little stories about the team, new services, free ice cream, their flower pots, the new colour of the gate, with corny pictures and illustrations (Easter chickens at Easter, xmas stuff at xmas). It’s almost naïve in its look and content.

 

Why does this newsletter delight me?

 

Because it makes me feel good. I get a smile on my face when I read this newsletter. Here’s the local office of a fairly big storage company chain who really wants to do a good a job for its local customers. They are only 2 or 3 people but boy, do they make an effort to give personal, friendly service and surprise and delight their customers. And what’s more, they’re proud of their trade and their work and it comes through in this newsletter.

 

In all its old school-ness, this newsletter makes me feel warm and fuzzy. It’s excellent branding and they don’t even know it.

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When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.

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When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.