Billions are spent each year on advertising campaigns to drive trial of new products, draw consumers away from a competing brand and to reinforce perceptions of an existing brand. Specifically  - U.S. ad spending will rise 3% to $290.3 billion in 2007.  Emerging media – like online video, and social networking - as opposed to traditional television advertising will account for most of that growth.  Social networking will rise 148% to $685 million in revenues in 2007 and grow 49% in 2008. 

http://www.hollywoodreporter.com All said - sometimes I think major brands are missing opportunity to leverage what is right in front of them to increase brand loyalty and drive more revenue and sales.

The old saying “a bird in the hand is worth 2 in the bush” comes to mind. http://humanities.byu.edu/elc/student/idioms/proverbs/bird_in_the_hand.html

While corporations and marketing professionals are out “beating the bush” to get more customers and steal more customers – the operation center is creating brand impressions (good or bad) in “real-time” and using or not – the opportunity to up-sell and drive more revenue.

Despite the amount spent on advertising – companies still have a difficult time differentiating themselves.  You just can’t build customer loyalty via products alone.  The “experience” with the brand is far reaching – it is more than advertising, and it is more than customer care.  In a recent Harris Research Survey 40% of consumers believe that the care experience was “extremely influential” on their perception of a company.  72% have even stopped doing business with a company because of poor customer services.

In my upcoming postings  – I’ll  provide examples of how innovative care experience can drive brand loyalty and revenue.  I think care provides a highly effective and strategic way to drive brand.  If you already have opinions and ideas on this – let us know.

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