IntenseDebate - Günter Soydanbay

12 years ago @ Hard Knox Life - Customer Service worth... · 0 replies · +1 points

Very insightful post Dave. This is exactly how brands build loyalty. According to Clottaire Rapaille loyalty is build through quality relationship. I had a similar experience with Maui Jim, sunglasses company and wrote about it from brand building perspective. So many people got back to me and said that their experience was exactly the same. That's how strong brands are born! http://wp.me/pQuyG-aW

13 years ago @ Landor - Landor: Thinking: Arti... · 1 reply · +1 points

This is an excellent article. It reminded me the brand relationship theory that Dr. Susan Fournier invented a decade ago. Your article is a proof that her theory is more valid than ever. Not every brand has to be my “best friend”. You gave so many great examples of brands delivering value even with a less intimate relationship. Thanks!

13 years ago @ Landor - Landor: Blog: Google a... · 0 replies · +1 points

This strategy is similar to what Yellow Pages Canada is doing. They have been working really hard to migrate from print directory to online services. They are in a serial acquisition mode, purchasing all sorts of sites like restaurantica. They too, try to integrate the qualitative data with their service. Looks like it is the right way to go.

13 years ago @ Landor - Landor: Thinking: Arti... · 0 replies · +1 points

This was very helpful Lori. Very insightful article. Looking forward to your next ones!

13 years ago @ Landor - Landor: Thinking: Arti... · 2 replies · +1 points

Hi Lori,
I have a question regarding the naming and nomenclature management of global brands. As Landor, how do you make sure that the local names (let's say a product to be sold only in Turkey) meet your criteria? Such names tend to be in local language. Based on my experience, even some of the ingredients make sense only to locals. Do you have a specific process to determine the appropriateness of such names?
Cheers,

13 years ago @ Landor - Landor: Blog: Sustaina... · 0 replies · +1 points

Hi Russ,

Speaking of reuse, as you might know, Nike manufactured sneakers from scrap materials. But those shoes never got the publicity it deserved (at least in Canada, even its endorser was Steve Nash). Here is more: http://t.co/S6YVfL2

I admire what these two brands are doing, but as one of my former clients said: "Conservation is not a sexy message." Unfortunately, in order for such products to be mainstream, they need a twist, like Mini Cooper has in automobile industry or method has in cleaning products.

13 years ago @ Landor - Landor: Blog: Are your... · 1 reply · +2 points

This is a fascinating way of thinking about colours Jack.

Indeed, architecture is a static concept, whereas story telling is a dynamic one. Every hero in a story does go thorough transformation(s), just like a brand does in real life. In stories there is always a cohesive narrative that guides the listener. Similarly, in branding, colours can help bridge the gap between the existing and evolved brand identities.

PS: In retrospective, I realized that I used the term "pillar" during our recent idea exchange. I must have used the term "archetype" instead to describe my company's brand personality!

13 years ago @ Landor - Landor: Thinking: Arti... · 0 replies · +1 points

Thanks Trevor,
Thanks for answering me. I am glad to know that you already have presence in Turkey. Slowly but surely branding is establishing itself as a stand alone discipline in the Turkish market. I truly hope you'll open an office one day there then!

13 years ago @ Landor - Landor: Blog: Does Who... · 0 replies · +1 points

Hi Martin,

I can't remember if they already have juice bars in Whole Foods. If not, that concept can work too. There is a new chain in Canada called Liquid Nutrition. Steve Nash is its brand ambassador. I think those two concepts can go well hand in hand.

As per Starbucks, I agree with you that serving wine and beer does not make much sense. Their biggest competitor in Canada, Tim Hortons, is starting to serve gourmet smoothies. I know some Starbucks offer smoothies. But I think expanding that line could have been a more logical.

13 years ago @ Landor - Landor: Thinking: Arti... · 0 replies · +1 points

Lulu,

I applaud your perseverance and hope your success in India encourages Landor to enter the fast-growing Turkish market in a couple of years.

Good luck!

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