Here is the link to the video of our Thriller. Denise is on the left in the back row. She practiced with us just a couple of times, but really knew the steps cold. Next year, she’s moving up front!

We had to do a countdown in the beginning to ensure we were dancing at exactly the right moment as everyone else around the world. Talk about belonging!

I think you misread what I said – IKEA did NOT pay attention to two very important details.

1. The VEJMON display item (the one that is supposed to make you fall in love with it) was marked $30 less than the item in the warehouse.

In order for us to buy the BESTA we had to go to four different shelves in the warehouse – to get all of its parts – and after lugging 3 of the 4 to our cart found out they were sold out of the last piece – which made the process useless.

I like the IKEA brand – Mark, not so much. And he’s the frugal one, i.e. their target audience.

I do think people can be mean – I wouldn’t go so far as to say it’s human nature.

Consider companies who have gained “nicknames” deservedly. Northwest Airlines comes to mind – Northworst! Delta stands for “Doesn’t Ever Leave the Airport.” US Airways became US Scareways. All name calling but in the customer’s opinion – it’s appropriate – not just human nature.

Southwest Airlines however gets picked on rarely. Sure, you can find some people that hate them – but it’s not the norm.

Another great example: Target’s brand was hijacked by their loyal customers who refer to is as “Tar-jhay.” A more upscale pronunciation of their favorite discount store.

If you pay attention to the details, build loyalty, respect your customers, you rarely get picked on.

People like making fun of names. It’s in our DNA. We learn it as children on playgrounds and in backyards. “Ewww look! It’s Icky Vicky!” Remember what it was like when a new kid from a foreign country showed up at school? Brutal. For whatever reason, we like making fun of things that are different and stand out, no matter how immature it may be. That’s why true differentiation is so scary for many organizations. They fear being ridiculed.

Putting it another way: If people aren’t making fun of you, you’re probably excessively dull and boring.

If you don’t know @georgeh he would be the Chief Research Officer for Filene Research Institute that just hired the CU Warrior and Brent Dixon to change the credit union world!!!

He’s also responsible for creating the NPS benchmark for credit unions. The Filene Research Institute published “A Fresh Approach to Measuring Member Loyalty” in May of 2007. I have extra copies available if anyone would like one – for free!

@Brady – thanks for the link. Good stuff.

“In a Recession, Put Everyone in Marketing” by Rosabeth Moss Kanter for HarvardBusiness.org

http://blogs.harvardbusiness.org/kanter/2009/04/in-a-recession-put-everyone-in.html

You’re right, marketing needs to be viewed differently – it can’t simply be a ‘task master’ role. And, it can’t be the job assigned to one person.

It will be interesting to look back a year from now at the companies that have decided to cut costs by cutting marketing efforts and staff.