Is software as a service just the start for new service-based business models? A recent Boston Globe points to the “servicization” of just about everything.
As someone who’s already bought into cars as a service (Zipcar), movies as a service (Netflix), books as a service (Paperback Swap) and dresses as a service (Rent the Runway), I say bring it on.
But, if companies are going to thrive in a service economy, it’s absolutely critical that branding move beyond the marketing department and into the organization as a whole. I don’t think it’s a coincidence that only 3 of the top 25 global brands on Interbrand’s Best Global Brand list for 2009 are primarily services organizations. To put it bluntly, as a services organization, a every customer interaction that doesn’t deliver on your brand value, destroys the brand capital you’ve built with that customer – and maybe many more.
That’s where someone like a Chief Brand Officer becomes critical to ensure that your brand lives and breathes long beyond the customer acquisition process.
