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Category : Branding

  • Would it be the best beer in the world in a plastic box?
    by Steven Van Belleghem on January 27, 2010in the categories Branding1 Comment

    Westvleteren is officially the best beer in the world. It's pretty hard to buy this beer: you need to call the brewer and you can only buy a limited amount of beer at the same time.

    The packaging of the beer is really unique: the bottles are dark and completely old school. The bottles are stocked in dark wooden boxes. People love the authentic part of this exclusive drink. The combination of the packaging, being selected as the best beer and the difficulty to buy it, makes this a very popular product all over the world. On some days, people in New York offer 10 times its value on eBay to buy the product.

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  • Experience management is a matter of details management
    by Steven Van Belleghem on January 25, 2010in the categories Branding, Conversations4 Comments

    One of the strategies of the Conversation Manager is to manage the experience and not the product. I strongly belief that managing experiences is not just about high level strategic thinking. It's also managing details to boost the experience level. Detail management is a form of implicit enforcement of your entire experience strategy.

    I just read a great example about detail management in the book 'Be our guest'. A book that describes the customer experience strategy of the Walt Disney World resort.

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  • Brand identification among employees as a starting point for conversations
    by Steven Van Belleghem on January 13, 2010in the categories Branding2 Comments

    The philosophy of the Conversation Manager is clear: brand identification is the key to positive word-of-mouth about his brand. Once people feel there is a strong match between their personal (aspirational) values and the values of a brand, they start to talk more positive about that brand. Word-of-Mouth is the consequence of good brand identification and not the other way around.

    So, the key challenge of the Conversation Manager is creating brand identification between its brand and its consumers.

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