Skip to main content

Image Positioning - Differentiate to Communicate Value [6]

[Do what you do so well that they will want to see it again and bring their friends. Walt Disney]

American society is intrigued by image. Consider this related word – imagine. Disney is all about the customer experience and emotionally and magically transports guests to another time or place. Image is often associated with entertainment, fashion, and technology markets. Corporate image is the reputation of an organization viewed by its various stakeholders – investors, employees, customers, business partners, communities, etc. All companies have a singular corporate personality that differentiates them from their rivals. The communication challenge is to manage and enhance the firm’s identity over time.

A perceived image is based on two components: 1) what the company does and says, and 2) what the customers/market say about the organization - this is more important. Companies must manage a strong IMC (integrated marketing communications) program consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Customer-generated content such as Facebook posts, tweets, blogs, and online communities can dramatically impact organizational performance.

Perhaps your company is not a global giant – does image research make sense for you? Consider these seven queries as you revisit your marketing communications strategy: 1) How important is image in your value proposition?, 2)  Should it be even more important?,  3) Does your image clearly resonate with your target market?, 4) How can you get your customers and the market to share more positive messages about your company?, 5) What is your main point of differentiation from your competitors?, 6) Should coolness be a major or minor part of your IMC strategy?, and 7) How can you best tell your business story to communicate value?

This blog post is the 6th in a series extracted from Superior Customer Value – Finding and Keeping Customers in the Now Economy, 4th Ed. (2019, Routledge Publishing/ Taylor & Francis). For further information contact Art Weinstein at, 954-309-0901, 


  1. Image is something that can truly make or break a company, this is why so many businesses go above and beyond to make sure that they have a great brand image. Disney is probably one of the best at this. As a company, Disney appeals strongly to the consumers five senses, which greatly resonates with their market. The company has spent millions of dollars to distort the reality of its guest. By doing this they give consumers a magical feeling that is unmatched by any other company/industry. The main result of this is that Disney has strong image and high consumer reviews. The image that Disney has gained over time has allowed them to cross many barriers and become a global business leader.

    1. Is it distorting reality or taking consumers to a happy place? AW

    2. I could see how it is both, taking consumers to a happy place BY distorting reality with life-size cartoon characters.

    3. Disney does a great job capturing their ideal image for their target market. Brining family entertainment in as many aspect as they can through their amusement parks, television, movies, products, and customer service. They always add a little extra pizazz in order to make their image a more magical experience for the consumer.


Post a Comment

Popular posts from this blog

Customer Ownership - Understanding the True Value of a Relationship by Ricky Fergurson * [106]

In the rapidly changing landscape of B2B sales, factors such as technology, competitive intensity, and rising sales support costs oblige greater attention to customer relationships. Many companies that have an enterprise focus struggle with the concept of “owning the customer” (Weeks 2016). Given that customers are buying in different ways, firms are driven to engage customers differently. According to Cooper (2016), “customer ownership is all about creating, delivering and communicating compelling value”. In nurturing and developing customers through the B2B life cycle, multiple departments and functional units in the firm are entwined in customer relationship management (CRM). The complexity of CRM and dynamism in customers’ relationship expectations require that sales, marketing, service, and support work together through the customer buying and fulfillment process. The diffusion of tasks and responsibilities exposes a fundamental CRM gap: who truly owns the customer? A recent Amer…

The Value of Analytics in Customer Value by Maria Petrescu * [108]

Creating Better Customer Experiences [5]

[There are no traffic jams along the extra mile.Roger Staubach]
The dominance of the service sector, global competition, rising labor and technology costs and demanding customers forces companies to create excellent customer experiences or fail. In the Now Economy, Companies must know their customer’s definition of service quality (SQ). Organizations have to provide service experiences that meet or exceed customer expectations at a reasonable price.
It’s all about the service experience!Research has found that about 70% of customer defections are due to service problems. Customers evaluate service encounters to assess the quality of a firm’s offeringsand whether they will continue do business with them in the future.
Improving service quality is like taking vitamins, eating healthy and exercising regularly. Although the results may not be immediate, long-term benefits are significant. Managing service quality is not a “quick fix,” but rather a way of life for companies who are seriou…