Sell Your Brand! Checking Sells Itself

Animation!

If you want to see—don’t look! Sept 11, 1969 March 7, 1970 July 10, 1972 February 26, 1979

“Love is blindness”

Wrestling with the Big 3! Sales Brand Strategy

The Essential Paradox RelationshipSales

Old School Brand = "name, term, design, symbol, or any other feature that identifies one seller's product from those of others" Forward-thinking Brand = The sum of an individuals thoughts and feelings about your credit union. Definition of Brand

Brand = Thoughts + Feelings Consumer Perspective

What inspires memorable thoughts and feelings about your credit union?

#1 Challenge for commodity businesses?

That means…

Strategy? Choosing to perform activities differently than your rivals. –Michael Porter

Who manages “brand” at your credit union?

How do we sell brand?

Les Schwab Tires It all began in 1952, in a little western town called Prineville, Oregon, where an enterprising young man named Les Schwab started out with one small tire store. From the get-go, he recognized that anybody can sell tires: it was earning customer trust that takes more.

Doing the Right Thing Since 1952 ®

Les Schwab Tires

Sell Your Brand—The airline industry! How one airline sells its brand and creates lasting value

Customer Satisfaction Score JetBlue79 Southwest78 Delta71 Alaska70 (tie) Frontier70 (tie) Virgin America70 (tie) American66 United60

Fewest Canceled Flights Delta 0.11% Canceled Alaska0.13% Canceled Virgin America0.18% Canceled Frontier0.63% Canceled Southwest0.75% Canceled United1.31% Canceled American2.33% Canceled JetBlue2.42% Canceled

On Time Arrivals Alaska89.67% On-Time Delta84.41% On-Time Virgin America81.77% On-Time American79.10% On-Time JetBlue77.32% On-Time United76.39% On-Time Frontier73.42% On-Time Southwest72.68% On-Time

Fewest Mishandled Bags Virgin America 1.04 Mishandled Frontier1.65 Mishandled JetBlue1.79 Mishandled Delta1.93 Mishandled Alaska2.42 Mishandled United3.37 Mishandled American3.73 Mishandled Southwest3.89 Mishandled

Amount of Denied Boardings JetBlue3.58 Denied Virgin America17.13 Denied Alaska56.56 Denied American73.58 Denied Delta74.06 Denied Frontier Denied Southwest Denied United Denied

Top Overall Performance, Airfarewatchdog.com Time Magazine, Aug 8, 2014 Delta1 st Place Virgin America 2 nd Place Alaska3 rd Place JetBlue4 th Place Frontier5 th Place Southwest6 th Place American7 th Place United8 th Place

Customer Satisfaction Score JetBlue79 Southwest78 Delta71 Alaska70 (tie) Frontier70 (tie) Virgin America70 (tie) American66 United60

On-line comments… I fly Southwest almost exclusively…mostly because of the attitude of their employees. Most of them seem to genuinely like their jobs and that translates to a welcoming attitude to their customers. Yes, they miss their schedule sometimes, but on what other airline will you see the pilot/co-pilot wheel a chair-bound passenger onto the plane with a smile on their face?

Southwest Airlines “We operate with a Warrior Spirit, a Servant’s Heart and a FUN-Luving attitude.” –“…dedicated to the highest quality Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

Southwest Airlines’ Animating Principle Fun-loving attitude! The actions and behaviors that exemplify a “fun- loving” attitude are what we remember

Strategically, where should we land? RelationshipSales Your Credit Union ///// Big Banks

Sell Your Brand Products sell themselves Build a compelling strategy Be different

Sell You Brand! Attend Marketing Innovators—Saturday 9:00am

Matt Purvis