Small Scopes

Earning customer loyalty no matter the cost

...

Carl Zeiss, the world's largest lens maker, made another type of offer to flood disaster victims in the eastern part of Germany. Carl Zeiss offered to replace any Zeiss equipment -- yes, any -- that had been damaged by the floods, even Mr. Smith's 80-year-old binoculars, no questions asked.

How would you say this influenced consumer perception of the brand?
Building brands is about so much more than controlling colors, fonts, the design of your Web site, and the language of your press releases. It encompasses everything that affects the emotional tie between your brand and its customers. All experience to date shows time and again the most effective way to build brands is to combine traditional communication channels with alternative forms of communication. The latter is exemplified in the Carl Zeiss story.

...

posted by Tako John @ 7:24 PM