Yet Another OJ Scandal
This morning, I saw on CNN that Tropicana Pure Premium Orange Juice is scrapping its new package design just a few weeks after introducing it. Why this sudden change? And why is it CNN-newsworthy?
Because a firestorm of dissent that occurred online drove the company to make such an expensive decision.
Outrage over a brand’s packaging decision? I think. Who could possible care, other than a few designers?
So I arrive at work and in The New York Times Tuesday advertising section was more commentary.
This significance came clear: The new economy has consumers clinging to the familiar.
As a result, consider what’s most fundamental to your business’ success, and make sure it is front and center in your brand experience and your marketing.
An example is our client First Community Bank. As a community bank, their brand is built completely on relationships and human connection. In fact, amid the economic challenges of the day, we featured the bank’s president in a television campaign in which he invites customers to call him personally to talk about any issue they are facing.
A recent home refinancing push led to an effort far more personal and casual than a traditional statement stuffer. Each statement envelope was hand stamped with a home refinancing message.
Of course I am a First Community customer, and I recently received a hand-written thank you note from one of the tellers after a branch visit. I can’t imagine a tactic more in keeping with First Community’s promise of maintaining a personal relationship with its customers.
What effort can you deploy that speaks to your brand’s core?
