Partnering to Build Your Brand

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Partnering to Build Your Brand

Cone EVP Craig Bida discusses a missed brand-building opportunity he recently experienced.
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@ConeLLC EVP Craig Bida discusses a missed brand-building opp. he recently experienced. #csr #retail #recycle #susty http://bit.ly/aMWxtZ

Summary

Cone EVP Craig Bida discusses a missed brand-building opportunity he recently experienced.

Tuesday, October 26, 2010 - 1:30pm

CONTENT: Blog

   by Craig Bida, Executive Vice President of Cone

I recently experienced a missed brand-building opportunity at Staples when I tried to salvage some files from a defunct computer. What happened was a great example of how companies need to make their social contributions clear and actively partner with their customers for even greater impact.

I took an IBM desktop circa 1997 (!) with a frozen hard drive and forgotten passwords to the Tech Services Desk at my local Staples, where I had a GREAT customer experience – the staff was thorough and the job got done quickly for a reasonable price. I would definitely go back and this transaction helped evolve how I thought about the Staples brand (solutions provider for my life vs. seller of pens and paper).

The missed brand-building opportunity came when the tech offered to recycle my computer.

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Casey Brennan
Cone
http://www.coneinc.com
http://www.coneinc.com
Sarah Kerkian
Cone
http://www.coneinc.com
Keywords: CSR | Cone | Corporate Responsibility | Recycling | Retail | Sustainability

CONTENT: Blog

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