How your brand builds your business
Posted 07-14-2009 at 06:44 AM by learninglife
Updated 08-26-2009 at 10:55 AM by learninglife (Title does not say much about the article)
Updated 08-26-2009 at 10:55 AM by learninglife (Title does not say much about the article)
Small businesses grow into larger businesses based upon the marketing opportunities created and the success achieved.
The Case Study of Federal Express
How Your Brand builds Your Business.
Most business students study the growth of the American overnight courier firm Federal Express (known by its shortened brand name, FedEx) for a variety of reasons.
1) They study it because it attained unprecedented growth in a market which—at the time of its founding-- was controlled by a Government Office, the US Postal Service.
2) They study it because it grew and prospered in spite of charging higher prices than a subsidized US Government monopoly and implemented a quality, not quantity, policy.
3) They study it because it was one of the first retail companies to understand the importance and critical nature of branding and how branding—through a simple tagline—can create expectations in the mind of the client.
4) They study it because it demonstrates how strength is demonstrated by building employee loyalty and focus. The employees believe in the vision, the customers believe in the vision, and the services are perceived as worthy of a higher price and communicate a greater value.
5) Most of all, they study it because it demonstrates how consistent and capable delivery can create value. Marketing delivery triumphs when all else fails.
FedEx is a company which never, ever, fails to deliver. Their marketing message to the world was mimicked by their advertising…”Use us when you absolutely, positively, have to have it there overnight.” They made a critical decision to stand by their position, and the lore and legend of the company reflects this top down, absolute stand on the delivery aspect of their company.
As a matter of fact, company lore and legend has it that a flight was delayed one day due to a snowstorm in the Rocky Mountains of Colorado, and a Station Chief took it upon himself to charter a helicopter to deliver a parcel due to be delivered that day by 10:30 AM. Remember the advertising slogan…”When you absolutely, positively have to get it there overnight.”
If you had been that Station Chief, would you have had the courage to make that decision? Is what you represent in your business the most important thing to you?
To learn more visit: www.businesslearning4life.com
The Case Study of Federal Express
How Your Brand builds Your Business.
Most business students study the growth of the American overnight courier firm Federal Express (known by its shortened brand name, FedEx) for a variety of reasons.
1) They study it because it attained unprecedented growth in a market which—at the time of its founding-- was controlled by a Government Office, the US Postal Service.
2) They study it because it grew and prospered in spite of charging higher prices than a subsidized US Government monopoly and implemented a quality, not quantity, policy.
3) They study it because it was one of the first retail companies to understand the importance and critical nature of branding and how branding—through a simple tagline—can create expectations in the mind of the client.
4) They study it because it demonstrates how strength is demonstrated by building employee loyalty and focus. The employees believe in the vision, the customers believe in the vision, and the services are perceived as worthy of a higher price and communicate a greater value.
5) Most of all, they study it because it demonstrates how consistent and capable delivery can create value. Marketing delivery triumphs when all else fails.
FedEx is a company which never, ever, fails to deliver. Their marketing message to the world was mimicked by their advertising…”Use us when you absolutely, positively, have to have it there overnight.” They made a critical decision to stand by their position, and the lore and legend of the company reflects this top down, absolute stand on the delivery aspect of their company.
As a matter of fact, company lore and legend has it that a flight was delayed one day due to a snowstorm in the Rocky Mountains of Colorado, and a Station Chief took it upon himself to charter a helicopter to deliver a parcel due to be delivered that day by 10:30 AM. Remember the advertising slogan…”When you absolutely, positively have to get it there overnight.”
If you had been that Station Chief, would you have had the courage to make that decision? Is what you represent in your business the most important thing to you?
To learn more visit: www.businesslearning4life.com
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