Post on 27-Dec-2015
Sell Your Brand!Checking Sells Itself
Animation!
If you want to see—don’t look!
• Sept 11, 1969• March 7, 1970• July 10, 1972• February 26, 1979
“Love is blindness”
Wrestling with the Big 3!
• Sales• Brand • Strategy
The Essential Paradox
Relationship Sales
• Old School Brand = "name, term, design, symbol, or any other feature that identifies one seller's product from those of others"
• Forward-thinkingBrand = The sum of an individuals thoughts and feelings about your credit union.
Definition of Brand
• Brand = Thoughts + Feelings
Consumer Perspective
• What inspires memorable thoughts and feelings about your credit union?
#1 Challenge for commodity businesses?
•Differentiation
That means…
•Be different
Strategy?
• Choosing to perform activities differently than your rivals.– Michael Porter
Who manages “brand” at your credit union?
•How do we sell brand?
Les Schwab Tires
• It all began in 1952, in a little western town called Prineville, Oregon, where an enterprising young man named Les Schwab started out with one small tire store. From the get-go, he recognized that anybody can sell tires: it was earning customer trust that takes more.
Doing the Right Thing Since 1952®
Les Schwab Tires
Sell Your Brand—The airline industry!
• How one airline sells its brand and creates lasting value
Customer Satisfaction Score
JetBlue 79
Southwest 78
Delta 71
Alaska 70 (tie)
Frontier 70 (tie)
Virgin America 70 (tie)
American 66
United 60
Fewest Canceled Flights
Delta 0.11% Canceled
Alaska 0.13% Canceled
Virgin America 0.18% Canceled
Frontier 0.63% Canceled
Southwest 0.75% Canceled
United 1.31% Canceled
American 2.33% Canceled
JetBlue 2.42% Canceled
On Time Arrivals
Alaska 89.67% On-Time
Delta 84.41% On-Time
Virgin America 81.77% On-Time
American 79.10% On-Time
JetBlue 77.32% On-Time
United 76.39% On-Time
Frontier 73.42% On-Time
Southwest 72.68% On-Time
Fewest Mishandled Bags
Virgin America 1.04 Mishandled
Frontier 1.65 Mishandled
JetBlue 1.79 Mishandled
Delta 1.93 Mishandled
Alaska 2.42 Mishandled
United 3.37 Mishandled
American 3.73 Mishandled
Southwest 3.89 Mishandled
Amount of Denied Boardings
JetBlue 3.58 Denied
Virgin America 17.13 Denied
Alaska 56.56 Denied
American 73.58 Denied
Delta 74.06 Denied
Frontier 119.07 Denied
Southwest 135.96 Denied
United 245.61 Denied
Top Overall Performance, Airfarewatchdog.comTime Magazine, Aug 8, 2014
Delta 1st Place
Virgin America 2nd Place
Alaska 3rd Place
JetBlue 4th Place
Frontier 5th Place
Southwest 6th Place
American 7th Place
United 8th Place
Customer Satisfaction Score
JetBlue 79
Southwest 78
Delta 71
Alaska 70 (tie)
Frontier 70 (tie)
Virgin America 70 (tie)
American 66
United 60
On-line comments…
• I fly Southwest almost exclusively…mostly because of the attitude of their employees. Most of them seem to genuinely like their jobs and that translates to a welcoming attitude to their customers. Yes, they miss their schedule sometimes, but on what other airline will you see the pilot/co-pilot wheel a chair-bound passenger onto the plane with a smile on their face?
Southwest Airlines
• “We operate with a Warrior Spirit, a Servant’s Heart and a FUN-Luving attitude.”– “…dedicated to the highest quality Customer
Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”
Southwest Airlines’ Animating Principle
• Fun-loving attitude!
• The actions and behaviors that exemplify a “fun-loving” attitude are what we remember
Strategically, where should we land?
Relationship Sales
Your Credit Union ///// Big Banks
Sell Your Brand
• Products sell themselves• Build a compelling strategy• Be different
Sell You Brand!
• Attend Marketing Innovators—Saturday 9:00am