andy grayson: March 2007

March 30, 2007

nba spot battle – Game Over

Chris & I have been trading NBA spots in a blog battle. I think I might need to claim victory with this spot.

Sorry for not posting in a bit. I've been flying around like crazy. Speaking of which, I noticed this napkin on one of my flights and it made me think of this branding premise we used to use at Ogilvy. In a nutshell, it was the idea that for every brand there are a few critical 'make or break' moments in the customer experience. We called them Moments of Truth. And brands live or die on whether or not they can recognize and maximize their MOTs.

For example, a moment of truth for any airline brand is the experience you have with the brand when your flight is cancelled. At this MOT, an airline probably wins or loses a customer for life. If the airline representative sympathizes with you , treats you with respect and attention, and figures out a solution to your now big problem quickly, you're probably likely to say, "I love United. I'm flying them whenever I have the option or choice to do so." Conversely, if for some reason, the airline rep is in a bad mood, too busy, or simply just a frickin' jerk, you're likely to say, "Man, @#$% United. I hate this airline. I'm never flying with them from now on if I can help it."

It's a simple premise, but so true. And every brand has MOTs. The key is to find them and point them out to a brand so they can put effort behind always turning those make or break moments into big opportunities.

Starbucks has realized that the size of the line is a MOT. When you enter their stores, if the line is way too long, many people turn away. "Oh, I'll get a Starbucks later. Or I'll go to Pete's next door." This is why, when crowded, they actually put more people behind the registers than they do behind the bar. Potential customers don't pay attention to the crowd of people waiting for their drink. They notice the line of people waiting to order. Pretty frickin' smart.

Now that you've read this. You'll probably start noticing MOTs with companies or brands you interact with.

Oh, and the napkin isn't a MOT. It just got me thinking about them. And that United could do something much more meaningful or clever with that little copy line on the napkin.

06:18 PM in strategery | Permalink | Comments (0)

March 26, 2007

bet you didn't know # 29...the living camera

This was a post on Jenna's blog. It was so cool, I'm stealing it to share here with anyone who hasn't seen it because 1) you just should, and 2) I'm too busy to post anything worthwhile today. Thanks, Jenna. Sorry people.