In a recent interview with a potential Creative Director in Miami, the guy made a statement that at first took me by surprise and still has me thinking. He said that “personalization was counterproductive to building a brand”, he claimed “how could you possibly build a consistent brand experience if it changes for everyone”. My instinct was to disagree, but frankly I could not muster a flawless rebuttal. I’m very interested to hear what you (the reader) have to say. Go ahead don’t be scared post something! After a couple of days, the Monday morning quarterback in me came up with a response. Actually an example of where personalization has supported and driven a brand. We did some work for Celebrity Cruises the premium brand in the Royal Caribbean family. The brand promise revolved around “being treated famously”. We leveraged technology to deliver an unparalleled level of personalization into the online experience. The idea was to mimic the kind of personal attention you would receive onboard. The results were impressive we not only dramatically increased revenue, when we surveyed their customers they were impressed with their entire experience. I would argue that builds their brand.
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Can you take personalization too far?
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This page contains a single entry from the blog posted on July 11, 2007 1:04 AM.
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Comments (3)
I think he's missing the point with that statement, and here's why. Brand is about experience. Experience is not a single experience for everyone, but the elements that are common are what makes the brand. As an example an airline such as Air Lingus that allows customers to feel in control. Thats an attribute that satisfies First Class, and Economy.
Posted by Colin Henderson | July 13, 2007 1:11 AM
Posted on July 13, 2007 01:11
celebrity cruises laundry
Posted by celebrity cruises century | January 5, 2008 12:24 AM
Posted on January 5, 2008 00:24
I agree with Colin Hendersson, and the potential CD in Miami. What I must ad is that how could one do business with somewhat and feel that you have done business with someone if that is one of the brands wishes? The hidden motives are often the reason why you consume in the first place. you are thirsty, hungry or feels like taking a week on the ocean. It all depends on what the brand want´s to succeed with. In this case with Royal Caribbean family´s premium brand Celebrity Cruises you just have to have that direct personalized philosophy to make the trip worth it, and to come back as a second generation customer because it´s what it´s all about. Compere to a brand that doesn't want to be personalized. Then we can bring the subject up a notch by talking about what´s right or wrong in being personalized with the costumer? I know I don´t work with businesses, I work with people and there I think one have the answer.
Posted by Magnus Hellid | April 8, 2009 3:32 PM
Posted on April 8, 2009 15:32