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Brands That Demand
By: Janet Kalandranis
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Most times the conversation is about customer satisfaction, ease of use, and going above and beyond for the customer. Companies work to make sure their brands can be easily integrated into the lives of their customers. It all makes sense. Then there are some brands that have gone in the complete opposite direction; they demand that customers take a certain action or do a certain thing to gain the best from their brand. It’s almost the opposite of “putting the customer first.” Is it necessary? Why would any brand demand instead of deliver?

Anthropologie is one of these demanding brands. When most companies are changing their sites and emails so they can be viewed by anyone, anywhere, Anthropologie is forcing the customer to take action to view its best online experience. Instead of creating emails and a site that are HTML driven, the brand knows its best asset is its clothing photography. In order to demonstrate this in email and online, the brand forces its customers to download images. Forcing customers to do anything is definitely not a best practice, but Anthropologie knows the better decision for its brand is to demand and be able to showcase its photography to generate interest and sales. Shockingly, customers don’t seem to mind.

Pizza is very much a made-to-order product. Pick your toppings, pizza made, pizza eaten. Very simple. That is, unless you are ordering Domino’s new artisan line of pizzas. Specific toppings chosen by the brand with NO substitutions. Is Domino’s serious? You bet. The brand would rather the customer experience the pizza as it should and demand that customers follow the rules it has set forth. It’s a bit of a game-changer since the norm is for customers to customize a pizza that best fit their needs.

These demanding brands aren’t being stubborn. They are hoping to create the best brand experience for the customer and many times this means balancing customer needs with the circumstances that best highlight the products and services. It’s also creating a bit of a special brand following, one that understands the rules, respects them, and wants to experience the best the brand has to offer. It may be opposite, but it also may be necessary. 

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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