Friday Five — 6/14-13

It’s the end of another great week of great thinking from so many people. It’s always hard to narrow it down to five. Thank goodness, I’m a New Orleans girl and can throw in some lagniappe!

Location, location, location…I’m always amazed at the decline of Atlantic City. I really am, but I can see how easily customers opt for convenience than the trek to AC and how that’s become a “getaway” versus the place to get your gambling fill. Read more about the good news for regional operators!

Know your audience…Although I think I could fit into something at Abercrombie & Fitch, I was just never attracted to the brand. Obviously, I’m not their target…and I’m ok with that. While I do think Mike Jeffries could have rephrased his comment, I couldn’t help thinking, “So what? It’s obviously not their target. And that’s ok with me.” Companies have to understand who they are marketing to in order to design and deliver the right experiences. You can’t be everything to everyone. Brands are not required to market to everyone. Read more here.

Krispy Kreme DonutsMmmmm…There are days when there is nothing better than biting into a fresh hot donut. Just to hear the name Krispy Kreme brings back memories. I guess it’s a good thing they realized they needed to build memories rather than a brand…and yet, somehow, they did both. Here’s how they did it.

Magic…Customer service always seems like it’s part magic, but Erika Anderson makes you realize just how simple it is. Then, why do so many companies seem to ignore these three simple keys?customer satisfaction guarantee

…or empowerment…I guess I taken with Barbara Apple Sullivan’s tale because I’m always afraid I’ll lose my id in some way or another with each trip I take. I check and double-check and then check again that I have it in my possession. It’s probably bordering a little on OCD, but I think that’s the only evidence of such. My big takeaway from her article is that employees should be given permission to use their judgment. It’s the most important thing you can do if you’re trying to deliver excellent service. Of course, there are other things such as hiring and training, but allowing employees to use their good judgment implies to me that you’ve hired and trained properly. You can read her amazing story here. Given all the bad PR airlines are getting lately, this may come as a surprise.

music noteThis week’s lagniappe is about a lawsuit that has been filed to have the oh-so-popular commonly sung birthday song declared to be in the public domain. As a brand marketer, I’m often looking for usable names for new brands. Have you tried naming a restaurant lately? It’s quite a challenge to develop something usable, ownable and desirable. I’ll be watching this one closely as I can see both sides of this intellectual property argument. Read about it here and let me know what you think.

Friday Five — 6/14-13

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