Spire Express » Brand Management

Multichannel Feedback

Mike — Fri, 07 Oct 2011 20:32:39 +0000

The Feedback Success Formula: 1. Encourage your customers to complain. 2. Fix their problems. 3. Repeat.

Read the print article here.

The Brief

Mike — Tue, 15 Sep 2009 12:50:47 +0000

A creative brief has one simple goal: To elicit the necessary client input needed to guide the production process. These days many advertisers seem to rush through, or skip, this process. This likely is a direct result of the rushed timelines for media campaigns and lack of proper resources.

Rewriting the Book on Service

Mike — Mon, 14 Sep 2009 20:54:18 +0000

EBSCO Publishing’s Stratton Lloyd explains how a close read of customer challenges enabled the firm to increase loyalty and sustain its rapid growth.

Attain Success in an Integrated World

Mike — Tue, 18 Aug 2009 14:43:42 +0000

Most marketers can recite the official chief marketing officer (CM0) mantra: “Integrate all campaigns! Speak with one voice! Deliver a brand-consistent message across all channels!” This mantra is accompanied by visions of steadily growing awareness, preference for a company’s brand, along with ever increasing shareholder value.

Build Your Brand with Photography

Mike — Tue, 18 Aug 2009 12:16:04 +0000

Close your eyes and think of a Pottery Bam catalog. Or Lands’ End. Or J. Jill. Can you picture them? Chances are, you have a clear and distinct image in mind. You know what the photography looks like because all of these brands have established a certain style and “look” that is unique to them. They’ve achieved this over time through consistent execution of their defined styles.