In 2008, Barack Obama successfully marketed change. He did with a strong message, a national audience, and millions of dollars in campaign spending.
Today, BP is trying to successfully market change. They’re using nationwide television commercials to showcase their efforts in the Gulf Coast since the oil spill, and brag about their hiring and investment efforts in the US as a whole.
Marketing change, branding or rebranding yourself, is not an easy task. In most cases, people have an idea of your in their minds. When they hear your brand mentioned, they associate it with something. It’s usually a commercial they saw, a review they heard, or a more personal experience they themselves have had. Sometimes that association is outside your control.
Branding is the art of defining that association. It’s the promises you make (and keep) to the public.
So how do you do it?
The easiest way is to make promises you can keep. Keep them. And publicize them.
Customer service is at the top of the list. Poor customer service can kill a brand faster today than ever before. And many companies are finally starting to get it.