I think the easy answer to the question here is no. BBut i can see the broader benefits of rebranding as a fresh start, so as longas Hermes is actually intent on cleaning up its act it makes total sense to me.
Great read Shaun. A cynical assessment from Ken! Though I think if you're a big brand who believes your only purpose is to make money then you're probably not going to evolve much and customers WILL eventually choose others over you. Cynacism in this area is justified but people are definitely now making their brand choices more regularly based on purpose, ethics, moral responsibility etc, regardless of what people like Ken suggest.
Thanks Graham! Certainly something tobe said for pulling out the whiteboard and some highlighter pens. I've enjoyed the drawings youve provided as examples in this article series. Brings to life the ideas and questions you pose .
Thanks Graham! Certainly something tobe said for pulling out the whiteboard and some highlighter pens. I've enjoyed the drawings youve provided as examples in this article series. Brings to life the ideas and questions you pose .
Thank you Dr. Hill.
This post makes so much sense to me, but the thought of doing what you suggest is daunting. Finding out the myriad external factors that lead to a customer interacting with your business can require a huge amount of qualitative and quantitative research that many businsses won't have the patience for. Journey mapping is still very en vogue but it rarely ever looks outside of the touchpoints the customer hits within your business. I would love to see the entire 'ecosystem' being mapped as standard - this is where the value of the information gathered really lies.
My answers
I think the easy answer to the question here is no. BBut i can see the broader benefits of rebranding as a fresh start, so as longas Hermes is actually intent on cleaning up its act it makes total sense to me.
Great read Shaun. A cynical assessment from Ken! Though I think if you're a big brand who believes your only purpose is to make money then you're probably not going to evolve much and customers WILL eventually choose others over you. Cynacism in this area is justified but people are definitely now making their brand choices more regularly based on purpose, ethics, moral responsibility etc, regardless of what people like Ken suggest.
Thanks Graham! Certainly something tobe said for pulling out the whiteboard and some highlighter pens. I've enjoyed the drawings youve provided as examples in this article series. Brings to life the ideas and questions you pose .
Thanks Graham! Certainly something tobe said for pulling out the whiteboard and some highlighter pens. I've enjoyed the drawings youve provided as examples in this article series. Brings to life the ideas and questions you pose .
"You want happier employees? Pay them better". If only it were that simple....
Thank you Dr. Hill.
This post makes so much sense to me, but the thought of doing what you suggest is daunting. Finding out the myriad external factors that lead to a customer interacting with your business can require a huge amount of qualitative and quantitative research that many businsses won't have the patience for. Journey mapping is still very en vogue but it rarely ever looks outside of the touchpoints the customer hits within your business. I would love to see the entire 'ecosystem' being mapped as standard - this is where the value of the information gathered really lies.