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.
Tag archives: The Real McCoy
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.
The Real McCoy: Serving after the sale
by Sean McCoy (@TheRealMcCoyTRM) Brand owners need to consider that outsource service partners and contractors are an extension of staff and operating systems, therefore they are critical to the internal brand and delivery of the promise — much like the well-oiled franchise model.
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: The broken value chain of air travel
by Sean McCoy (@TheRealMcCoyTRM) How complete is our value chain, really, and to what extent are we looking at the service experience across the whole of it? Do we take accountability for the full user journey, or do we pass the buck when service delivery gets tough and problematic, blaming our inefficiencies on a whole host of factors, other than that we’ve never really addressed it internally or possibly just neglect it?
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.
The Real McCoy: Great spaces – go places
by Sean McCoy. I wonder how many departing employees are asked about how they felt about their workspace during their exit interview?I know what many of their answers would have been.
The Real McCoy: No more staffing around
by Sean McCoy. If I told you that Starbucks wasn’t in the business of selling coffee, you’d think I’d lost it. But they’re not. They’re in the people business, selling coffee.