Category Archives: branding

Dec 31 2013
brand engagement, branding, customer experience, video

Customer Engagement Took Flight This Christmas for WestJet and JetBlue

You’ve seen the videos on YouTube and BuzzFeed, you’ve shared them with your network of family and friends on Facebook, and you’ve discussed them with your coworkers in relation to your own social media campaigns and client touchpoints. And if for some reason you haven’t, by all means skip to the end of this post and watch (or rewatch) them now for a little bonus holiday cheer! Even if you’ve never flown WestJet or JetBlue, it’s difficult not to be affected by the reactions of the mothers, fathers, children, and friends who were surprised with these customer outreach campaigns.

This holiday season, WestJet and JetBlue effectively engaged customers in unique and heartfelt ways, and garnered quite a bit of attention from non-customers and marketers alike. True, the success of their efforts depended upon the legwork and dedication of many behind the scenes employees working diligently to carry it all off down to the very last detail and ribbon. But just as important to their success was each brand’s ability to be relatable…to connect with customers on a personal level rather than as a logo, or tagline, or even a seemingly impersonal hashtag (although I do think #flyitforward is in fact witty and perfunctory).

Perhaps the most interesting thing about how these brands connected with customers is the manner in which they crafted surprising and meaningful connections that were both authentic and memorable. Their efforts and the messages conveyed demonstrated a consideration and appreciation for the thoughts, needs, and wishes of their customers at a time when it was perhaps least expected.

A lot of times as marketers we’re forced to contend with the question of ROI and the significance of our efforts. It remains to be seen whether the efforts of WestJet or Jet Blue will actually translate into greater revenue or an expanded customer base. But, that isn’t really the point now, is it?

http://www.youtube.com/watch?v=Yf–r8TsCWo

Dec 03 2013
1 Comment
brand strategy, branding, content development, personal branding, thought leadership, work-life balance

Employed or Unemployed; Prioritize Brand “YOU”

It’s been over a year since I last posted here. Where have I been? What have I been doing? Hustling. Work-life balance…yada, yada, yada.

I’ve learned something in my time away from Social Outlier. No matter how hard or long you work to build a brand for your clients or company, the importance of building YOUR personal brand in the meantime cannot be under valued–whether that’s through networking with like-minded professionals, authoring an e-book, speaking or attending trainings and industry events, or simply putting your opinions and personality out there on social media or a blog. Not only does prioritizing your personal brand make you a greater asset to your employer and (your and/or their) clients, it also positions you as an engaged contributor to conversations you may otherwise miss the opportunity to join.

Let’s keep the discussion going, shall we?

Poster available via Startup Vitamins. "In the long run, you have to finish what you started in order to have anything to show for what you've done. So suck it up and finish it."

Poster available via Startup Vitamins. “In the long run, you have to finish what you started in order to have anything to show for what you’ve done. So suck it up and finish it.”