Understanding and responding to the consumer mood

April 22, 2009 at 5:37 pm Leave a comment

Sally Saville Hodge

Job No. 1 to creating a truly differentiated brand is developing a deep understanding of your customers and using that as a basis for words backed by actions that anticipate and meet their needs and concerns.

That’s true in good times and bad, but it’s a dictum that is particularly pressing in an environment like the one we’re living through today. The public today is both skeptical and fearful, and not particularly trustful of just about anyone in just about any position of authority.

Hyundai got that and got it early. It recognized (while the Big Three sat paralyzed) that people were avoiding car dealerships because they were scared to death of getting downsized and then stuck with a big-ticket financial commitment. Its buyer assurance program – allowing people to return their new cars if they got laid off after their purchase – made a huge difference for Hyundai in overcoming the fear factor that’s keeping pocketbooks shut tight. Its sales rose 5 percent in both January and February as a result.

JetBlue, despite the occasional and well-publicized toe-stubbing on the operational front, has always used its keen grasp of the customer’s relationship with air travel as a basis for its messages and action. It doesn’t want to live up to the typical low expectations that we have for an optimal customer experience.

A big part of its persona is irreverence. Here’s a three part series its corporate communications team produced that’s more than just irreverent. It hits the public sentiment chord exactly with spots worthy of SNL. Enjoy.


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Entry filed under: Advertising, Branding, Expertise Marketing, Integrated Marketing, Marketing Communications, New/Social Media. Tags: , , , , , , .

PR and the respect factor If e-mail’s dead, then what’s all this stuff in my inbox?

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