METHOD-SPREADING THE NEWS ABOUT GREEN CLEANING
It is not uncommon for companies to be a bit protective of their brands. As you read in Chapter 10, brand equity and perception are indicators of marketing success. But in today's fast-paced markets, much can be gained by turning ownership of the brand over to consumers. Method is a company that understands the benefits to this risky proposition. Founders Eric Ryan and Adam Lowry created a brand that its customers can take ownership of and have actually built a customer feedback channel that most businesses dream of achieving.
Brand advocates, or method's most enthusiastic customers, are the company's most vocal proponents and take an almost evangelical approach to sharing the benefits of green cleaning with the market.
Questions
1. How has method identified.
2. Identify the touch points mentioned in the video and list the types of information method could gather at each one.
3. What is the role of technology in method's CRM system?