IMC Intuition

Thinking out loud about all things IMC

The Superheroes of Capital Equipment

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I just finished a lengthy analysis for a total communications strategic plan this week that revealed that the people who are the true champions of brand differentiation and driver for future sales is the joint Aftermarket/Field Service/Construction staff.

Sure, I could ruminate about the IMC program, and yes,  it provides brand recognition and awareness, but the true brand differentiator is service.   New capital sales always gets the attention, but it is the people who keep the equipment running after-hours and weekends, through regular maintenance and sudden failures, that set the stage for the final customer experience and truly define the brand.*

Great job, you guys!  Where would we be without you?

 *  “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”  Seth’s Blog – define:  Brand


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