In one way or another, I’ve been involved in a lot of discussions about brand lately, and I’ve come to a horrible conclusion: businesses are killing their brands. They do it in the worst way possible, by making it impossible to see why Brand A is better than Brand B.
A while ago, my insurance company, 21st Century was swallowed by AIG. When I was told this, my first reaction was “Oh no” because 21st Century, during the lengthy period of time I was a customer, was very good to me. Dealing with them in times of crisis (like when I was the number two car in a four-car pile-up) was a pleasure. They were easy to reach, easy to deal with, and, most importantly, seemed to care about solving my problem.
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