by Sean McCoy (@TheRealMcCoyTRM) No, this is not a dyslexic distortion of words but a deliberate play on the blurring of the boundaries between products and services and the increasing commoditisation of both.
Tag archives: internal branding
The Real McCoy: The power of detail
by Sean McCoy (@TheRealMcCoyTRM) My recent immersion in the hospitality industry has brought the notion of internal branding sharply into focus. Notwithstanding that it was at the premium end of the industry, or even extreme premium, the commitment to the role of people in delivering the brand experience was visibly on display and something to digest.
The Real McCoy: Making strategy happen
by Sean McCoy (@TheRealMcCoyTRM) In a guest lecture to a strategic marketing honours group recently, I was preceded by a speaker who discussed the role of reputation and corporate communication. She made a clear distinction between brand and reputation.
The Real McCoy: Walking the talk
by Sean McCoy (@TheRealMcCoyTRM) While the role and contribution of leadership is critical in internal branding, so too are the function and importance of the extended management team — and line management, very specifically.
The Real McCoy: A space in time
by Sean McCoy (@TheRealMcCoyTRM) While there a business necessity to optimise space usage and the cost impact of people, there is a need to more deeply consider the role of the internal experience design and its connection to service delivery — in my view, the ultimate opportunity for competitive advantage.
Influencers: Internal advocacy
by Jason Stewart (@HaveYouHeard_SA) When it comes to word-of-mouth and advocacy marketing, are we forgetting to use one of the most powerful tools at our disposal? One that can be easily controlled and set to work at any time? And at very little cost?
The Real McCoy: Returning the rainbow
by Sean McCoy (@TheRealMcCoyTRM) As the elections become a distant memory and the dust has settled on the parliamentary process, the inauguration ceremony and the new cabinet, it is time to return to work. Ordinary citizens such as you and I — we, too, can make a difference and have a role to play in Brand South Africa.
The Real McCoy: When service delivery becomes a ‘vomit word’
by Sean McCoy (@TheRealMcCoyTRM) This is not intended to be a political article but rather a brutal assault on the notion of internal branding and the alignment of institutional capacity in the delivery of the expressed promise to market — in this case, the government to the general public.
The Real McCoy: Stop and smell the coffee
by Sean McCoy. Visiting six different countries over four weeks in January gave me time out to stop, smell the coffee and ponder the Starbucks story while doing the obligatory caffeine refuel.
The Real McCoy: The vital role of leadership in internal branding
by Sean McCoy. The Virgin brand is fun, cheeky, challenging, pioneering, reliable and genuine, like its leader.