Partnering to Build Your Brand
Cone EVP Craig Bida discusses a missed brand-building opportunity he recently experienced.
by Craig Bida, Executive Vice President of Cone
I recently experienced a missed brand-building opportunity at Staples when I tried to salvage some files from a defunct computer. What happened was a great example of how companies need to make their social contributions clear and actively partner with their customers for even greater impact.
I took an IBM desktop circa 1997 (!) with a frozen hard drive and forgotten passwords to the Tech Services Desk at my local Staples, where I had a GREAT customer experience – the staff was thorough and the job got done quickly for a reasonable price. I would definitely go back and this transaction helped evolve how I thought about the Staples brand (solutions provider for my life vs. seller of pens and paper).
The missed brand-building opportunity came when the tech offered to recycle my computer.
CONE9947
