i'm with the brand

For his new project, bADimal, the astute Anthony Kondeati presents a new series of advertising trend, case study, and campaign analysis videos that cut through the noise to cull the larger insights we can draw from media arts successes and failures. These thoughtful videos, which go up each Wednesday, provide depth on branding topics and give systematic, holistic consideration to brands themselves, as in last week’s analysis of the Coke vs Pepsi authenticity brand-off.

This week’s video is on the branding implications of automated services. Have you ever felt like companies bury the information on how to talk to a real person? Guess what? They do. In calculated decisions made on the daily, companies often opt for automation of key customer care touchpoints at the expense of relationship-building. In these instances, automation or self-service is often a cost-cutting brushoff presented to customers in the guise of convenience, but we all know they can sometimes be anything but. Businesses must realize that not all branding goals can be measured in terms of traditional ROI metrics–if your aim is relationship-building, measure customer interaction, satisfaction, repeat business, and brand evangelism.

Anthony offers his thoughts, as well as some solutions that should work for customer, brand, and business alike:

Head over to the bADimal channel on Vimeo for the first two videos in the series, and tune in each Wednesday for more!