MarketingProfs B2B Forum is going virtual... with a twist. Donít miss it.

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Two Ways to Be Indispensable to Your Customers

September 8, 2010  
"One of the truly jarring dimensions of the Great Recession is the death sentence it has imposed on hundreds of brands, even whole companies, that were once familiar parts of the business landscape," writes Bill Taylor in a post at the Harvard Business Review blog.

In this economic environment, Taylor says, there is one question every business should be asking itself on a regular basis: "If we went out of business, would anyone miss us?"

He can think of only a few reasons customers might mourn the loss of your company. Here are two:

Your nearest competitors don't—or can't—offer a truly comparable alternative. "BMW falls into this camp," Taylor notes, "maybe Ritz-Carlton and Emirates Airlines. But really, how many products or services do you know for which this is true?" In most cases, he reasons, customers are able to find an acceptable replacement.

Customers feel a strong emotional connection to your brand. "That is," he clarifies, "a relationship based not just on the economic value it has to offer, but the values with which it conducts itself." Companies like Apple and HBO fall into this category of "passion" brands—products, services and entities that inspire what Kevin Roberts of Saatchi & Saatchi terms "loyalty beyond reason."

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

Take the first step (it's free).

Already a registered user? Sign in now.


Rate this  

Overall rating

  • Not rated yet.
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!