Comments on: Run Forrest, Run http://www.resonancepartnership.com/2008/09/run_forrest_run.html Social Media Strategies and Word of Mouth Marketing Consulting Thu, 07 Jul 2011 14:58:57 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Toby http://www.resonancepartnership.com/2008/09/run_forrest_run.html/comment-page-1#comment-1279 Toby Fri, 26 Sep 2008 16:06:23 +0000 http://www.resonancepartnership.com/?p=1693#comment-1279 Great post! Couldn't help thinking, once again, that front line people can be the most powerful part of the "brand experience." So silly and short sighted for enterprises not to empower those employees with something as small as being able to comp a t-shirt or a salt/pepper set. Great post! Couldn’t help thinking, once again, that front line people can be the most powerful part of the “brand experience.” So silly and short sighted for enterprises not to empower those employees with something as small as being able to comp a t-shirt or a salt/pepper set.

]]> By: Marianne Richmond http://www.resonancepartnership.com/2008/09/run_forrest_run.html/comment-page-1#comment-1249 Marianne Richmond Fri, 19 Sep 2008 01:34:07 +0000 http://www.resonancepartnership.com/?p=1693#comment-1249 Gavin, Great point! Marianne Gavin,
Great point!
Marianne

]]> By: Gavin Heaton http://www.resonancepartnership.com/2008/09/run_forrest_run.html/comment-page-1#comment-1247 Gavin Heaton Thu, 18 Sep 2008 07:53:48 +0000 http://www.resonancepartnership.com/?p=1693#comment-1247 Another benefit of micro interactions is that it builds you a bank of goodwill. Take Twitter for example. When the technology was failing a while back, the user base stayed loyal. There was even affection for the "fail whale" graphic that was shown while the servers were under pressure. Twitter were able to build an enormous store of goodwill simply because they delivered their brand promise with every click of the mouse. This is important, because when bad times come or products fail (and they will) -- the brand bank provides a line of credit that you can use to remedy your problems. This is almost the opposite of "fail fast". Another benefit of micro interactions is that it builds you a bank of goodwill. Take Twitter for example. When the technology was failing a while back, the user base stayed loyal. There was even affection for the “fail whale” graphic that was shown while the servers were under pressure.

Twitter were able to build an enormous store of goodwill simply because they delivered their brand promise with every click of the mouse. This is important, because when bad times come or products fail (and they will) — the brand bank provides a line of credit that you can use to remedy your problems. This is almost the opposite of “fail fast”.

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