BOLD Brands:
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| BOLD is an attitude of mind, but it’s measured by how you behave. As we emerge from the recession it is becoming evident that those brands that have stayed true to their purpose and focused on differentiation are those that are gaining and sustaining market share.
Now, more than ever before, it takes guts to be bold in business – to defy conventional wisdom, to walk against the crowd and to try out new ways of doing things in the full glare of social media. Whether it is Virgin Galactic deciding to design a new space ship because of customer feedback, Six Senses Resorts refusing to offer branded bottled water in their luxury hotels to reduce their carbon foot print, or Progressive Insurance telling customers when their competitors offer a better deal. These brands are bold – bold in thought, bold in action and bold in measuring their success in new ways. They don’t try to second guess what customers want or ‘dress up’ to please them; they have a very clear sense of what they want to stand for and then stick to it. In this session, Shaun Smith showed how leading brands such as TNT Global Express and O2 have challenged conventional thinking in their markets – how they are transforming themselves and what they’ve DONE to make such powerful customer experiences happen. Shaun ventured deep into the minds and thinking of the executives within these companies. The difficult (sometimes seemingly reckless) decisions they have had to make in their relentless strive to differentiate, how they made these decisions, how they overcame the challenges and engaged their people in the process. Based on the results of in-depth interviews with senior executives in these organisations, Shaun identified the key insights underlying these organisations’ success – principles that can be applied to your own business. This was the first public preview of the research for Shaun Smith and Andy Milligan’s new book Visit the London Business Forum to find out more about this event and watch a video of the presentation. You can also see Shaun in action at another event for the London Business Forum when he spoke about those leaders who deliver a great brand experience – just click on the following link: Uncommon Practice |