品牌过时之前外文翻译.docx
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品牌过时之前外文翻译.docx
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品牌过时之前外文翻译
标题:
Beforethebrandgrowsstale
原文:
Duringthelasttwoyears,theGreatRecessionhascausedsomesharpmodificationsbothinthemarketplaceandinconsumerattitudes.Somebanksrefreshedtheirbrandbecauseexternalconditionswerethreateningtoweakenitormakeitobsolete.Suchabrandre-evaluationisdesignedtoalignitmorecloselywithtoday'sconditionsandtobetterpositiontheinstitutiontotakeadvantageoftomorrow'sexpectedsituations.
AnexampleofafinancialservicesinstitutionthatrecentlyunderwentacomprehensivebrandreinvigorationisLitchfieldBancorp(assets:
$209million),amutualsavingsbankinthetownofLitchfield,inthenorthwestcornerofConnecticut.Thebank'sexperienceillustratesabrandrefreshmentprocessdesignedtoendureandserveasausefulspringboardforfuturemarketing.
LitchfieldBancorpisoneofthreeindependentbankswithdifferentnamesthatareaffiliatesofConnecticutMutualHoldingCo.Thebankshavecontiguousmarketareasinthestate'snorthwest,whichisanareaofsmall,ruraltownsthatarealsopopularcommunitiesforurbanitéstomaintainsecondhomes.ThetownofLitchfield,whichhasapopulationofabout8,000,isa1.5-hourdrivefromthecityofNewYork.Thebankis160yearsoldandhasfivelocationsandabout40employees.
LitchfieldBancorpbeganitsbrandrejuvenationtwoyearsago."Wefeltthatitwastime,"saysMarkE.Macomber,presidentandCEO.Thebrandhadnotbeenreviewedforanumberofyearsand,althoughthebank'spositioningdidnotneedtobemodified,therewasroomforabrand"enhancement"togiveamoreeffectiveapproachtocustomers,heexplains.
LitchfieldBancorphastraditionallyhadagoodreputation,loyalcustomersandastrongmarketingpresence,notesWendyGladstein,principalofIn-HouseMarketingLIC,Litchfield,amarketingcompanythathasworkedwiththebankfor18years.Theexistingbrand,whichhadbeenbasedonresearchdoneyearsago,usedtheslogan,"Alwaysinyourcorner.""Wefeltthatthingsintheenvironmenthadchanged,andthebrandhadweakenedovertime,"saysGladstein.
Specifically,thefinancialproblemsonWallStreethadchangedpublicperceptionsaboutbanks,especiallylargebanks.AlthoughLitchfieldisacommunitybank,mostconsumerswerenotmakingthedistinctionbetweenbigandsmall."Weweregettingtaintedbythesamebroadbrush,"Gladsteinsays."Ourgoalwastomaintaintheequityofthebank'sreputationwhileforgingastrategyforfuturegrowth."
BelowarethesixstepsinthebrandrejuvenationprocessthatLitchfieldBancorpunderwent.
StepOne:
Discovery
Thebankhiredamarketresearchfirmtoconductinpersoninterviewswithcustomers,employeesandbankadvisers,includingincorporatorsandcommunitysmall-businessleaders.Someofthequestionsthatwereaskedincluded:
IfLitchfieldBancorpwereaperson,howwouldyoudescribethisperson?
Whatisdifferentaboutthebank?
Whatmakesthebankunique?
Whatdoemployeesdotoenhancethisimage?
Thegoalwastodiscoverauthenticemotionsandreactionsconcerningthebank.Althoughthefinancialinstitutionhadnopreconceivednotionofwhatthefirmwasgoingtofind,theresearchshowedthatLitchfieldBancorpdeliveredcustomerserviceatalevelthatwasfaraboveaverage,evenforacommunitybank.
Thebank'slevelofcustomerserviceratedsoconsistentlybeyondordinary,thatitwasoftendescribedas"highest"and"mostdesirable"levelofserviceinwhichemployeesarenotonlykindandhelpful,butintuitiveaboutpeople'sneeds—beyondwhatisexpectedinregularbanktransactions.
Whileitwasnaturalforthebanktoincorporatequalitycustomerserviceaspartofitsbrand,therewasalsoadanger."Alotofbankstalkaboutgreatcustomerservice,"saysMacomber."It'sreallynotadifferentiator—unlessyoudoitright."
ButLitchfieldBancorpshowedthatithadthepotentialtodoitright,tothepointthatitcouldheconsidereddifferentiating,saysGladstein."Thebank'scustomerserviceratedsohighthatitcouldbeviewedasbeingpartofthebank'sDNA."
StepTwo:
InternalBrandingEducation
Thebankdecidedtodevelopabrandedpositionbasedonsuperiorcustomerservice."Ourchallengewasmorethanjustcommunicatingthemessage,butprovingitauthentic,"saysGladstein.
Thebankstartedbyeducatingbankstaffaboutthesignificanceandimportanceofbranding.Themarketingagencydesignededucationalworkshopstohelpbankpersonnelunderstandandembracethevalueofbranding,andlearnhowtheiractionsimpactedthebank'sreputation.
Onepopularworkshopinvolvedagameinwhichparticipantswerebrokenintoteams.Eachteamwasgiventhenameofapopularbrand,andwaschallengedtocommunicatethatbrandtotheotherteamswithoutusingthebrandnameorproductsandslogansassociatedwiththebrand.Itwasaneffectiveexercisetoillustratethecorevaluesinherentlyassociatedwithbrands.
"Onceemployeesboughtintotheconceptthatbrandingwasimportant,thenwemovedontopolishingandstandardizingandmakingconsistentthequalitycustomerservice"Gladsteinsays.
StepThree:
InternalAlignment
Next,educationalworkshopsweredevelopedtoidentifytheprioritytouchpoints—pointsofcontactacustomerhaswiththebank—andthentocreateconsistentwaystoenhancethequalityofthesecontacts.ThesetouchpointscoveredeverythingfromthewaythephoneisansweredtohowcustomersnavigatetheWebsite.
Employeesanalyzedthetouchpointsandthenbrainstormedtechniquesforimprovingeachcontact.Thegoalwastooffercustomerservicethatwasbothcompassionateandproactive—thatconsistentlyanticipatedcustomerneeds."Everybodyrecognizesthattheycan'tbeperfect,"saysLynnLaGattuta,accountmanagerforIn-HousingMarketing."Thepointisthattheyaretryingtomakeeverytouchpointagoodone,andthattheprocessofimprovementisacontinuousone”
StepFour:
ConveyingtheMessage
Thebankdevelopedseveralcampaignelementstolaunchthenewbranding,includinganewtagline,"EveryCustomerCounts."Themarketingagencydecidedtopersonalizethemessagebyusingemployeestoriesillustratingexceptionalcustomerservice.Thebankvolunteeredsomeexamplesandthemarketingagencyreachedouttotheseemployees.Thehardestpartwasovercomingemployeereticenceabouttheirexceptionalbehavior.Morethanonesaidthattheirstorywasnothingspecial,butsimplyaroutinepartoftheirjob.
Startingwithabout20or30examples,theypinpointedahalf-dozenthatweresimpleandexplainableinafewwords.
Thebankconcludedthatthemostvaluedactionswerenotthegrandgesturesbutinsteadsmalldailygesturesthatmakepeoplefeelspecialandvalued.Sothestoriesusedintheadcampaign,focusonthesmallbutsignificantgesturesthatrecognizewhatacustomerreallywants—caringhumancontact."Gestureslikegoingtoacustomer'shomebecausetheycan'tmakeittothebank,"noteGladstein."Orstayingopenabitlatertoaccommodateacustomer'sworkschedule."
StepFive:
ThePromise
Themarketingagencyrecommendedthatthebankmakeaconcretegesturedesignedtogiveweightandsubstancetothenewbrand.Theideawassimple:
Everybankemployeewouldmakeapledge—apromiseofsorts—aboutthebank'scommitmenttocustomerservice.Employeeswerevideoedmakingthepledgeandthevideowasincludedasanelementintheadvertisingcampaign.
"Weworkedonthesubstanceofthispromise,anddecidedtokeepthemessagesimple—rememberingalwaysthatsmallgesturesyieldthegreatestimpact,"saysGladstein.ThePromise,avideoofbankemployeespledgingcommitmenttopersonalcustomerservice,canbeseenonthebank'sWebsiteandonpostersineverybranch.
StepSix:
TheLaunchCelebration
Theenhancedbrandwasintroducedataneventforemployees,boardmembersandadviserstocelebratethenewpositioningandtopreviewallmarketingmaterialspriortothecampaigngoingpublic.Aftercocktails,afestivepresentationendedwiththepremiereoftheIPromisevideo.Attheconclusionofthevideo,seniormanagementandbankemployeesparticipatedinaPromiseCeremony,whereeachwrotetheirownuniquecustomerservicepledgeonan1Promiseboard.TheIPromiseboardnowtravelstoeachbranchlobbyforallcustomerstosee.
Anunpredictedbenefit
ThebankfilmedsomeTVspotsandotherpromotionalvideos.Thethree-dayshootgeneratedsomeunexpectedbenefits.Althoughmanyemployeeswereinitiallyapprehensiveaboutthefilmingprocess,theirattitudechangedwhenthefilmingstarted.Withcameraandlightingcrewsbuzzingaround,theatmospherecreatedaninfectiousairofexcitement.Filmingbecameoneofthecatalyststhatsparkedemployeeexcitementaboutthewholebrandingstory.Theyfeltvaluedandappreciated—beingthefocusofeffortsforthreedays—whilethefilmcrewbroughttheirstoriestolife.
Theemployeesknewitwastheirworkthatdefinedthebank'simage,andbyusingthisasthefoundationofthebank'sbrand,sawhowmuchthecustomers,bankadvisers,andcommunityappreciatedtheirefforts,Gladsteinobserves.
Thedeliverables
Simultaneously,thebankworkedtoalignitsmessageinternally,whileexternally,itworkedoncreatingandaligningacampaign,calledGreatMomentsinBanking,todeliverthenewqualityservicemessage.Thefollowingisalistofcampaigncomponents:
1.Aseriesofsix15-secondTVspotsfeaturingvignettesofqualitycustomerservice.Thesespotswereplacedback-to-backin30-secondmediabuysforgreaterimpact.
2.EveryCustomerCountsvideo,featuringemployeesspeakingintimatelyabout
whyeverycustomercounts.
3.TheIPromisevideo,inwhichemployeesgivetheirpromisetocustomers.
4.AtotallyrevampedWebsite,whichfeaturestheabovevideos,ane-newsletter,andasurveyinwhichcustomerscangivefeedbackabo
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