chapter 10:
Background:
The global pandemic not only introduced unprecedented health challenges but also amplified economic hardships for many. This economic strain increased the demand for digital money transfers, especially among those who previously didn’t rely on such services. Western Union, a global money transfer company, quickly recognized the emerging patterns and pivoted its services to adapt to the changing demands.
Objective:
Analyze Western Union’s digital transformation journey to understand how the company extended value through enhanced people, process, and presence in the customer experience, as outlined in Chapter 10.
Tasks:
Comparative Analysis:
Compare Western Union’s pre-pandemic and post-pandemic strategies, focusing on the changes they implemented.
Identify the ways in which Western Union adapted its people (staff, customer service reps), processes (money transfer mechanisms, customer feedback loops), and presence (digital platforms, customer touchpoints).
Digital Adoption Barriers:
Discuss the barriers Western Union identified in customer digital adoption. How did the company overcome these barriers?
Relate the strategies Western Union implemented to the best practices mentioned in Chapter 10 for facilitating smoother digital adoption.
Service Design Perspective:
Dive deep into Western Union’s service design approach. How did the company integrate feedback loops, customer journey mapping, and iterative design processes?
How did Western Union ensure that its digital transformation was not just technologically advanced but also user-centric?
chapter 11:
Background:
Prado y Barrio, a high-end table linen brand, faces a unique challenge: targeting younger adults, specifically millennials and Generation Z, in a market typically dominated by older, wealthy individuals. The brand’s strategy revolves around leveraging sustainable practices and resonating with the values of the younger generation. As the brand evolves, maintaining its value through effective brand management becomes essential.
Objective:
Analyze Prado y Barrio’s brand strategy to understand how the company maintains its brand value by appealing to younger audiences while still holding onto the essence of luxury table linen.
Tasks:
Understanding the Demographic:
Discuss why Prado y Barrio chose to target millennials and Generation Z.
Examine the characteristics of these generations that make them a potential market for luxury table linens.
Branding and Sustainability:
Delve deep into how Prado y Barrio integrates sustainability into its brand strategy.
Explore the potential long-term benefits of a sustainability-focused brand image, especially in the context of brand value maintenance.
Creating a Resonant Brand Personality:
Analyze how Prado y Barrio has built its brand personality around attributes like love, authenticity, boldness, and rebellion.
Discuss how this brand personality aligns with the aspirations and values of the younger generation.
Brand Archetypes and Associations:
Examine the choice of the ‘Everyman’ archetype for the brand and how it fosters a sense of belonging.
Discuss the concept of “sobremesa” and how it adds depth to the brand’s narrative.
