The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
For regular readers of Branding Strategy Insider, you know that every month BrandingWire members come together to tackle real-world business problems. This month we are reaching out to auto dealers.
We have touched on this subject before here, here, and here. We’re taking a different approach this time. I’ve asked Bill, a friend who consults as a manufacturer-dealer liaison to join me in a candid conversation of the top problems facing auto dealers today. My thoughts follow the problems Bill describes.
Problem Number 1. Traditional Mentality – Get the iron over the curb, leverage the buyer into a car today.
Bill, this is definitely at the heart of the issue. More than one hundred years in the making, the auto dealer culture has created one of the most vicious sales processes in business, resulting in a low reputation and or perception that impacts even the best of dealers. How can this cycle be broken?
Begin with the obvious – flush out traditional mentality. It’s obsolete. Remember what Charles Darwin said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."
What has changed? The consumer. They won’t be pushed. They are armed with more product knowledge than the sales force. They are numb to high-decibel advertising and keen on fine print.
Now dealers have to adopt new thinking or change personnel with those that possess new thinking. Which leads us to the second problem Bill points out…
Problem Number 2. Professionalism – the industry does not attract competent people.Read More
This month the BrandingWire Team has set its sights on Place Branding.
The resort town of Estes Park, Colorado is our focus.
Estes Park may be new to you – it was to me. This brief will give you a full sense of Estes Park. As is the spirit of BrandingWire, each month members share their perspectives on how to help strengthen the chosen brand.
It’s clear that the strongest place brands are positioned to be relevant, unique and compelling and are built by community leaders, stakeholders, and organizations that promote the competitive advantage by speaking with a unified voice. Economic Development Organizations, Convention and Visitor Bureaus, Chambers of Commerce, and Government bodies are all in synch with each other when communicating the brand promise.
The community delivers on the promise because it’s who they really are.
The Estes Park Brand
As I’ve stepped closer to Estes Park I like what I see. It seems like an inviting place with much potential. Like every brand, Estes Park has its strengths and weaknesses. Based on the brief I propose these ideas:
Next Monday, please join us on the BrandingWire for a unique collaboration of 12 marketers approaching real-world branding challenges with the power of united wisdom.
Becky Carroll, Customers Rock
Derrick Daye, Branding Strategy Insider
Steve Woodruff, StickyFigure blog
Drew McLellan, Drew’s Marketing Minute
Gavin Heaton, Servant of Chaos
Kevin Dugan, Strategic Public Relations
Martin Jelsema, The Branding Blog
Olivier Blanchard, thebrandbuilder
Patrick Schaber, The Lonely Marketer
Ann Handley, Marketing Profs Daily Fix
Valeria Maltoni, Conversation Agent
Lewis Green, bizsolutionsplus
BrandingWire is set to launch a week from today on Monday, June 11th. Expect an additional resource to help you release the full potential of your brand.
Sponsored By: Brand AidRead More