Brand Experience

Everyone has baggage

In fact we had bag-loads courtesy of my fiancés desire to pack for every conceivable occasion as we arrived at a prominent hotel in Hong Kong. Despite the luggage challenge, I was excited about the prospect of staying at a hotel that was about 3 stars above my usual station. Armed with confidence given this hotel rated highly in its star category, the last minute website deal that gave us an attractive rate, the positive guest review comments posted, not to mention the free upgrade voucher to a suite – my expectations were high. And this hotel delivered – the sweet scented foyer was grand, the front line staff were friendly and attentive, the room was beautiful with more technology than I knew what to do with, the roof top pool had exceptional views, alluring bars, quality restaurants, cigar rooms, spa facilities and the list goes on.

But in a field where a 5-6 star rating suggests a place is ‘top class’ – how do you rate one ‘exceptional’ hotel from another? Does price set the expectation or is it the comfort of the bed, the size of the television, the proximity of its location or the depth of the mini bar that wins us over? Is it the ‘grandness’ of the foyer or genuineness of the smile that greets you? The balance of such expectations are of course essential, but what is to say a five star hotel down the road would not deliver an equally impressive experience? It’s the little things you may say, but how do you define what they are?

Brand Experience

A word from our sponsors

Corporate affiliations with sports teams to engender greater brand loyalty is nothing new. In the past they have been a proven strategy to not only to amplify brand perception through association, but get the formula right and commercially the rewards can be enormous. Just think of the global exposure and merchandise successful teams such as Manchester United push through as a fanatical fan base look to support their team with their voice and wallet.

So the notion of ‘sponsorship’ has never simply been an outreach of generous corporate support, there is always an expectation of a profitable return. Perceptually the equation is pretty simple – fans love their team, so will in turn love the sponsor brands that support them and we will all live happily ever after right? Well as Adidas and Telecom, two of the All Blacks principal sponsors recently found out, there is no right-of-passage to winning the hearts and minds of their fans through mere association alone.

Brand Experience

Bonding with a new brand

We’ve all been through it, when something breaks you weigh up its value against the effort and expense of getting a new one, and trying to fix it yourself. I’m more of a fixer – primarily because I’m tight with money – but also, I think, because of the achievement factor. After years of fixing and refixing a plastic handle back onto a steamer lid (with superglue) it was becoming increasing frustrating each time it broke off again, as well as being slightly dangerous if you were actually using it.

So when I heard about Sugru it seemed too good to be true, a mouldable ‘glue’ to hack all your old broken things back together. It works in almost all environments, materials, temperatures... WOW its really looks like the wonder glue and the answer to my problem! A lovely impression to start with, their website is clear and well designed and they seemed pretty on to it. Even ordering was a breeze, as I was a beginner (and actually didn’t need that much of it) I went for the mini 6 pack. However I tend need to see to believe so until it arrived I have to admit I was still a bit of a disbeliever.

Brand Experience

A tale of two parking buildings

Brand Experience

First impressions count, but then, they all do don't they?

Brand Experience

Dropping the price or dropping the ball

OK, so in New Zealand the Adidas brand seems to have taken a bit of a kicking for not addressing a raft of public sledging and much media handwringing over the domestic price of replica All Blacks jerseys' – compared the the price in other countries. Their key partner the NZRU also did not seemingly fare so well as they battled to contain the issue only weeks out from the start of the New Zealand hosting of the Rugby World Cup (RWC).

A few things spring to mind, namely that markets and prices are fair game where seasonal or event based demand makes a difference and that the loyalty of All Blacks fans is being severely tested, as is brand loyalty to Adidas – but the bigger picture for both parties may have been lost. As I see it, the NZRU, kiwi fans and Adidas all need to acknowledge market forces, and as the saying goes you live by them and you die by them.

Adidas found out how quickly an issue can gain momentum – when the furore over their pricing of the jerseys blew up the Adidas line of response was flawed, it was defensive, it was inconsistent. Add to that the lack of unison they showed with the New Zealand Rugby Union (NZRU) and the argument they needed to convey ‘together’ all got lost in the fray. It is an issue more about the cost and opportunity – it was an argument lost solely on price.

The debate should have covered:

Brand Experience

Out of the cave or the mob will get you!

I can't believe that I still hear people say, "All press is good press." There was a time when this statement was true – however at that same time the ‘brand’ authority within an organisation had the power, influence and impact of a highly trained 'operative' to create an often elegant and always heavily orchestrated reality. Today this statement is anachronistic, as the ‘brand’ authority has little control over issues. The influence of the 'operative' has been relegated to the status of rent-a-cop.

Brand Experience

Assumption is the mother of all cock-ups

Brand Experience

Oooh, shiny thing!