Part 2: Hail to the Geeks
One of the best examples of companies selling their unique corporate culture along with a product or service is The Geek Squad. Formed in 1994 with a flimsy $200 endowment, founder Robert Stephens wanted his company to be more than just another IT consulting and repair service. He was well aware that competitors could deliver equally as effective technical support. He also knew that IT professionals were stymied by stereotype. How did Stephens separate himself from the high-tech herd? Simple: he embraced the qualities that made geeks different and in doing so differentiated The Geek Squad.
To achieve this, the geeks in Stephens’ squad had to BE the brand, eating, sleeping, and dreaming his singular vision. Each “agent” was given a 1950s-inspired geek chic uniform consisting of black pants, short-sleeved white dress shirt, and skinny black tie. To add dimension to the company’s whole retro police detective schtick, Stephens also outfitted his staff with cast-metal badges manufactured by the same company supplying local law enforcement with their bling.
After looking the part, The Geek Squad had to act the part. One famous case of theatrics involved The Geek Squad staging a SWAT team mission in order to win an account. The farce was so effective that the prospective client actually thought it was a legitimate police operation.
From custom-designed shoes with a reverse imprint logo on the sole, to die-cut oval shaped business cards offering computer tips, Stephens never missed an opportunity to showcase his brand. An eye for detail, sharp self-awareness, and passion for promotion fueled The Geek Squad’s rocket-like ascent into the hearts and minds of consumers. Like mother always said, “be yourself and people will love you.”
Great Post! I believe the luster is coming off the "ad" because consumers understand that the celeb is not truly "endorsing" the product. They are getting paid to attach their name to it. More important now is what is said in social media. One tweet and millions of people instantly acquire the same opinion as Lady Gaga. Consumers seem to believe the endorsement is genuine when it is handled this way. Here's a little surprise, money is being spent and taken in social media just like it was when TV was still considered a phenomenon. But that double-edged sword is sharper than ever now as social-media marketers can have all their hard work destroyed by celebs having a bad day, a bad high, or even just a bad choice of words. What you gain in speed, you lose in control (ask any tire expert).
Posted by: Brian Swinden | January 17, 2012 at 12:13 PM
I believe it will always be around and that tricky double edge sword for a company and how they choose to align their brand,
Posted by: Maureen Uy | January 17, 2012 at 12:24 PM
YAY geeks ;)
Posted by: Dawn | January 17, 2012 at 08:37 PM