What would you do to keep a customer?

I’ve always been an advocate of the Nordstrom policy, the customer is always right.  Building customer loyalty is a challenge in today’s ultra competitive marketplace and I witnessed the Gap going above and beyond this holiday season.  This observation led me to thinking  – How far should a company go to keep a customer?  What are the limits?  How do you define thresholds and educate your staff to do the proverbial “right thing” to keep customers.  And, what policy is in keeping with your brand?   Its especially interesting to me right now because I’m in the middle of the The Zappos Experience by Joseph A Michelli (an amazing book!), which dives into the Zappos culture and how a positive culture leads to amazing customer service.  I’m a huge Zappos fan and believe they are in their own league when it comes to customer service.

Here is what i observed at the Gap and I’d love to know what other people think about this particular customer interaction.

A Baby Gap customer wants to return two fleece jackets and hands the sales clerk a gift receipt for the jackets.  The sales clerk scans the gift receipt and explains to the customer that the jackets were bought during a fleece promotion and are valued @ $19.99 versus the current in-store price of $29.99.  The customer doesn’t like this news and grabs the receipt and says she wants to return them without the receipt so she can have the full value of the jackets.  The sales clerk looks at her and says that she needs to return them for the price for which they were purchased.  The customers starts to get angry and says another local stores wouldn’t question this and why is she.  The sales clerk acquiesces and says she can offer her a store credit for the full amount but Gap‘s policy is to mail a store credit to her home. The customer doesn’t like this but agrees to it and receives the full value of the jackets in the form of a store credit that is going to be mailed to her home in a few weeks.

To be honest i was stunned that the sales clerk knowing gave up the Gap‘s $20, and I had to ask her why.  She said she believed the customer was going to make a scene, that she would of had to call a manager over for assistance, and because they want to keep her as a customer.  I’ve thought about this over the last 24 hours and I think the sales clerk did the right thing…I’m just questioning this new breed of customers who knowingly defraud retailers.  I will add that the customer had a full size Louis Vuitton bag, and was wearing new Uggs and a leather jacket…and I’ll say no more…but I invite you to let me know what you think.

Best

Suz

Will Anyone Notice!

Its an interesting process updating “yourself.”  I’ve been gradually updating our company touch points over the last six months because I felt we needed to enhance our brand image on the web and within social media spaces.  If we are going to actively do this for clients…I felt as though “we needed to walk the walk to talk the talk”…if you know what I mean.  Although, making time to work on yourself is a tall order!

Our clients are expanding the scope of our relationships by asking us to do more and more press, pr and social media.  We love this because it enables us to better guide our clients on the many consumer and trade touch points of their brand.  I started this company many moons ago with a vision to make a change in the industry and create an agency that, first and foremost, thought about the brand – the brand image, the emotional connection and commitment to consumers…Oh i could go on with the brand speak but I won’t.  You get the idea…now with deepened relationships with our long standing clients we are able to do all of this on new levels…very exciting.

So the big reveal…please check out our new website main page…

main page

our press / pr / social media page

press / pr / social media

and case studies.

Case Study

We would love to know what you think – please leave us a comment.

The Branding Press

We are starting a new column on our snazzy new blog called The Branding Press, where we will highlight our efforts on behalf of our clients in press, pr and social media.  We are catching up a little in this post as we share some of the latest coverage.

Annette Tatum continues to pull inspiration from her closet, and the catwalk to help us create our own personal style.   Her blog showcases many of her ideas on home decor so be sure to head on over and bring the ideas to life in your own home.

Laura @ Bright, Bold & Beautiful showcased Annette’s book, The Well Dressed Home,  and offered it as a giveaway! The lucky winner is sure to be inspired by Annette’s concept of infusing your home decor with your own fashion sensibilities.  Thank you Laura!

House Beautiful tweeted about some lovely handmade samples that were sent to them for Annette’s new Eco-friendly paint line! Find out more about the new paint line and see the gorgeous colors here.

We recently started working with birch fabrics, and if you don’t know them check them out – fabulous contemporary organic fabric!  Along with posts on their blog we secured coverage on FabTalk, the blog for The Fabric Shop Network.  Thanks Teresa!

A Quilt Market teaser post about their gorgeous upcoming collection, Circa 52 on the Birch blog, was picked up by craftzine (Craft Magazine), which we loved!  Thank you Lish!

We have collaborated with a lot of wonderful bloggers this summer to successfully launch Cabbages & Roses first fabric collection with Moda, the Northcote  Range.  The wonderful Angela Walters of Quilting is My Therapy made a quilt design for Cabbages & Roses and Moda that was featured on the Moda Bake Shop a few days ago.

And, we did a giveaway for Christina’s inspiring book, At Home with Country with Kathy @ Creative Home Expressions.  Thanks Kathy!

Till next time….

Cabbages & Roses
Case Study

Cabbages & Roses is a quintessential English country brand known for their beautifully eclectic fashion collections, and inspired vintage home ranges that exude comfort and style.  branding, inc was hired to raise awareness for the Cabbages & Roses brand within North America.  As product was not readily available in the US Market, mainstream press, although very responsive to the brand, proved to be reluctant to print stories.  As an e-commerce portal was in development, Branding, inc. made the strategic decision to build grassroots US awareness through a social media campaign, with the objective of building buzz for the brand.

BLOG

In March 2010 we designed, developed and launched a blog for C&R.  We grew organic traffic by collaborating with established bloggers, magazine blogs, home décor mega blogs, and e-zines.  We also collaborated with Cabbages & Roses to create a schedule of content that shared more about the company, the development process, the faces behind the brand and rewarded the audience with sneak peaks as much as possible.

The blog has proven to be an effective tool for building brand affinity with the US audience, and raising brand awareness on a global level within the blogosphere.  One high point over the last year was a blog mash-up that we orchestrated between three well-established blogs to launch a new fabric collection for C&R.  The mash-up was launched simultaneously between the three blogs, and consumers were directed to click through to all three blogs to see the new fabric collections and choose a favorite pattern.  Not only was the blog mash-up successful for each blogger (and the C&R blog) but it drove thousands of new potential customers to the C&R main site over the course of the week-long online event.

FACEBOOK

At the beginning of 2011 we started to manage the C&R Facebook page, constantly monitoring and responding to fans asking questions and commenting on our content.  We developed unique promotions to drive traffic and promote C&R product, including Show Us Your Cabbage Outfit, where we asked consumers to post themselves in their C&R outfits on the C&R Facebook wall.  In under 6 months, we have grown the FB audience exponentially, with more “likes” and “fans” every day.

TWITTER

Once the blog was up and running, we also started to manage Twitter for C&R so we could cross-pollinate blog and FB activity. Twitter has become an important tool to share more about Christina Strutt, C&R owner and lead creative, in a unique platform of bite sized information.  This coupled with company, blog and Facebook updates creates a rich stream of information about the brand, and company.  Since launching, Twitter has grown to 830 followers, and also growing daily.

PRESS & PR

As the blog began to create a buzz about the C&R brand, we explored opportunities with the new e-zines that are becoming increasingly relevant to the contemporary homeowner, and woman seeking style and inspiration.  Our efforts led to a feature article in the March 2011 issue of Rue magazine, wth an article about Cabbages & Roses  and an interview with Christina Strutt.  Once again we saw a big uptick on all social media platforms with this additional exposure for the brand.

(click here for the full article pg 126)

Cabbages & Roses Store

Our efforts on behalf of Cabbages & Roses have raised awareness for the company and their product lines, in addition to developing a strong following of brand advocates in North America and beyond.  Our media efforts have also created business opportunities for Cabbages & Roses that we are also pursuing in both retail and licensing.

Monica Lee
Case Study

Coming soon.

Annette Tatum
Case Study

Coming soon.

Monica Lee @ Quilt Market Part 2

Monica survived her School House yesterday and was apparently a big hit!

I had to share these amazing pictures of the Timeless Treasures booth showcasing Monica’s two collections; The Cardigan Girls and Neighborhood.

The Cardigan Girls by Monica Lee

Neighborhood by Monica Lee

A big thanks to Lisa and her team @ Timeless Treasures…and Monica for her passion and creativity.  The windows look stella!

branding…emotional branding = branding success

At branding, inc. we subscribe to the concept of emotional branding and implement its methodology into all aspects of our work.  Sam, our invaluable intern, was taken by an article in Fast Company and wanted to write about it for our blog.  We think she did a super job!

To stand out as one in a world of many is no less than a feat in a severely distracted society. It seems consumers always want the next big thing, and fast. Lines around the building for the latest toy, phone or gaming systems are never ending sights. Amidst this constant need for change, only a few companies have branded themselves well enough to appeal to the persons of our fast paced world.

Starbucks is overexposed and certainly not lacking in locations as one can, literally, be found on most every corner and cross street. This was the start of an experience for consumers. Providing something memorable, regardless of what you are selling, is a key point to turning your product or service into a brand.

In providing an experience, a brand should connect to a consumer with an emotional connection. When the commuter constantly sees a logo high above the city streets, they are consciously intertwining the brand with what it has to offer and subconsciously turning to it when the need arises.

Overexposure. Guerrilla marketing. These are things that when done correctly, can have a tremendous effect on building your brand.

To implement yourself in such a tactical yet genuinely appealing manner stems from three things. Education, experience and defining the “end state” your product or service has to offer as Stanley Hainsworth—once VP global creative at Starbucks and creative director for Nike and Lego—had stated.

Before effectively selling your brand, educate yourself on the status quo, then seek the world and experience it. Whether it’s observing a different culture and society or seeing how other companies operate, your experiences will resonate with your product to create a greater, and a more genuine emotional connection with your consumers.

To learn more about branding and leadership, the following article is a great interview with Stanley Hainsworth—CEO of Tether, a creative agency—once VP Global Creative at Starbucks who helped turn Starbucks coffee into gold.

By Samantha Arigapudi

Monica Lee heads to Quilt Market

LOL I know its not Monday but doesn’t that sound better than Monica Lee Tuesday, and I had every intention of finishing this post yesterday…but life happens!

Our dear client Monica Lee is heading to Houston later this week for the Quilt Market.  We are launching two new collections with Timeless Treasures (booth #1824-33 & 1924-33) – Cardigan Girls and Neighborhood (check out this cute little digital flyer for the collections!) , and Monica is teaching a session at the School House on Friday @ 3:10pm Room 381A and B.

It all started a few months ago when she began planning her ideas for Quilt Market.

Cardigan Girls

Neighborhood

And now those dreams are a reality…and how cute are they?

Cardigan Girl Lamp

Fabulous Embroidery Pattern

Monica's Embroidery pattern that she will be giving out at her School House

Dunkin in his Neighborhood jacket!

Stylish Pet Accessories!

Oh, and there is much more…a sleeping bag, decorative cupcakes and a twirly dress!  we will post more pictures once they come in!

And here is the lovely Monica, be on the look out for this stylish woman roaming around the Quilt Market, unfortunately sans Dunkin!

Monica & Dunkin

We wanted to share our quarterly update with you, lots of exciting news.

Enjoy

To view the complete Quarterly Update click here

Monica Lee Featured on the ispot.com “What’s New”

Monica Lee share’s wisdom and wit in her new design collection,

Cardigan Girls.

Visit the i spot to read her latest feature.

Monica Lee’s ‘Now We’re Goin’ Places’ fabric collection for Timeless Treasures

graces the pages of FabShop News.

Cheers to you!

We’re excited!

Monica Lee’s new fabric line ‘Now We’re Goin’ Places’ from Timeless Treasures was included in True Up’s  roundup of new fabric sightings.

Take a look . . .

Here is a link to see the ENTIRE ‘Now We’re Goin’ Places’ collection.

Congrats Monica!

I have a thought, an idea…

Our booth!

During Surtex I was fortunate enough to meet some of Monica Lee’s friends  from the design world.  They were all so sweet, dedicated and working tremendously hard to gain greater traction with manufacturers.  I found myself in such awe of their wonderful community and the support system they had created for each other.  At the party they were sharing stories of the days booth encounters and meetings with humor and promise.   The following days at Surtex everyone buzzed around between booths, and those not exhibiting stopped by to say “hi,” and once again I was captivated by the Designer Cheerleaders, as I’ve affectionately decided to call them.

Barbara & Monica

I have wonderful relationships with my clients (at least from my perspective!) but this experience opened me up to a new group of women that support each other on this journey in the licensing and design world.  I’m left with the feeling that I too want to be a part of this fabulous group of women…they are creative, supportive and fun!  I’m sort of on the periphery, being Monica licensing and branding agent, but I’m putting my toe in the water trying to figure out how I can become a valued member of this awesome group.

LIGHT BULB – Some of Monica’s friends were asking me questions about licensing, certain manufacturers and building a brand.  And we all know how I love to build a brand…so I’m hoping I can contribute to this super group by answering a question a week about branding, licensing or merchandising.  Heck, I have, wait, don’t want to say how many years (!) of experience so bring it on…let me help, if I can.

xoxo

Suzie

We love our new company postcard!

We made the below branded postcard to highlight our wonderful clients, and use as a give-away at  Surtex.

Our goal is to visually entice potential manufacturers,  follow that interest up with key facts about our fabulous clients,

and wrap it all up in the branding, inc. brand image.

We are a branding company after all!

Monica Lee’s Now We’re Goin’ Places

We thought it would be fun to share with you a video of our client Monica Lee at the Spring Quilt Market, held in Salt Lake City, UT two weeks ago!

Its a wonderfully animated presentation about the  inspiration behind her new fabric collection with Timeless Treasure,

‘Now We’re Goin’ Places.

click on photo

Congrats Monica!

A look inside Spring Quilt Market 2011

It was an exciting week for our clients, Cabbages & Roses, Monica Lee, and Annette Tatum

who debuted their lovely new fabric lines at the Quilt Market in Salt Lake City, UT.

Cabbages & Roses

launched their vintage floral fabric line

entitled Northcote Range with MODA

Stop Staring and . . . Start Sewing!

Make it Do

Bunny Hill

while

Monica Lee

introduced Now We’re Goin’ Places for Timeless Treasures, a charming collection

featuring her signature hand-drawn illustrations.

Monica Lee Studios

The ISPOT

and

Annette Tatum

Debuted a hip an colorful Little House by Annette Tatum collection entitled Bohemian for Freespirit Fabrics.

We are terribly excited for our clients.

We’re gearing up for the International Quilt Market in Salt Lake City, Utah

…and we’re doing it with style.

Check out this fabulous  preview of Monica Lee’s new fabric collection,

Now We’re Goin’ Places for Timeless Treasures in FabShop News.

See you at the show!

Visit Timeless Treasures for a sneak peek of our client, Monica Lee’s first fabric collection,

Now We’re Goin’ Places.

And, check out Monica’s blog for a a really sweet sewing project using the new fabric!

(click on the mopeds to take you to the sneak peek)

Sharing our Q2 newsletter

click to view larger

We just finished this pre-Surtex promo for Monica Lee.

We are lovin it!  Hope you do too.

(please click on image to see promo)

xoxoxo

A New Fabric Collection by Monica Lee for Timeless Treasures.

We have created the following marketing piece to promote Monica Lee’s new fabric line with Timeless Treasures,

Now We’re Goin’ Places.

Enjoy