Published on: Friday, May 20, 2011

First We Kiss

Posted By: Anthony Vlahos
Filed Under: leadership, culture, anthony vlahos, communication, brand, consumer relations

Comments (48)

After all, one must start somewhere.

Brands we adore, the remarkable customer service rep who fixes our problem, leaders whom we love to follow: They usually begin the love affair by deep kissing us in advance.

It's so much easier to read lips when they're touching yours.

Kiss in Advance/kis in ədˈvans/
�noun

Something you make that your customer believes was made just for her (because you made it with her in mind).
The "I love this!" moment your audience discovers that extra, irresistible something about your product that your competitors somehow overlooked.
The heart in the mouth. Mastery of emotional communication. Nothing comes to the mind except through the senses. First we kiss. Before understanding, we feel. Information (the claim, benefits and sales demonstration) comes later.
The human touch: the "no problem" attitude, a knowing voice at the other end of the line, the friendly greeting. It's a sign on the door at the local music store inviting you to "please come in and play."
Working in an organization that allows a culture for mistakes, experimentation and failure.

�verb (use with the object of your affection)

What a great leader does when she brings in the right people, establishes direction, gains commitment, and then gets out of the way.
What company linchpins do to break barriers keeping the organization from getting the right things done. Kissing lowers resistance.
What enlightened brands do, and what they measure every day: where the kisses fall and how often.
What great customer service people do. When in doubt about whether to kiss an upset customer, always give him the benefit of the doubt.
Something to do to yourself. Now and then, kiss yourself and you will know how irreplaceable you are.

When you start the process with a kiss, astonishing results happen:

People kiss you back.
They're so crazy-glued to you they can't back off a few inches to see anything they would change about you (including your high prices).
They're interested in what you have to say.
They tweet and comment on how wonderful you are.
They want to be kissed some more.
They can't wait to see what you'll do next.

There are kisses still, thank goodness. Lead with a kiss. You may find it leaves something to be desired... the rest of you.

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Anthony Vlahos's avatar Anthony Vlahos
Tony Vlahos is the Chief Marketing Officer at ExecuNet. You can follow him on Twitter at twitter.com/tonyvlahos.

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Posted by kent G anderson
02/17 @ 09:39 PM

To see Global people and countries share/own FUTURE brand for there own ideas . helps all 12 years invested . see years my lifes work ideas pend for a world for by the people ideas of people are the product .. search www.uspto.gov trademarks serial no 76259991 -76133905 FUTURE filed in year 2000 VS Trademark cancllations .. by PEP BOYS .LINCOLN NATIONAL CORP, FUTURE ADS..
need business partners investors .
best
KGA
www.futurevisionaries.com

Posted by Bill Allman
12/29 @ 03:05 PM

1. My clients,
2. Apple computers,
3. Gordon Setters and English Pointers - both very reliable and dependable "brands" that one truly can love from the moment you
acquire them to the day they leave.

Bill

Posted by S P BUNGER
11/15 @ 01:59 AM

I am a retired person having 36 yrs experience ion marketing and is an expert for the operation of oil terminal.
Please guide me.

Regards
SP Bunger
9888852790

Posted by Christine
11/12 @ 10:00 AM

Fresh and engaging and article, written with confidence and honest exposure. My compliments to you.

Most trusted brands: Apple, Nissan, Dad (successful CEO/mentor)

Posted by Livia
10/02 @ 11:39 AM

The article is very interesting - do you think it works always, systematically, in a sustainable way. People's taste, wants and budgets never change / do they really stick to one brand.
I can imagine this in case of e.g. a shoe - if you have a sick leg, and that particular shoe makes it easy for you to walk. But to be honest I have never been faithful to any product what soever / I am faithful to :
1./Does it serve the purpose
2./Is if Vfm
3./ Will it last long enough to to have to change it in a year.
Well I know I am not the best customer of the world for marketing people.
L

Posted by Dan
09/22 @ 06:04 PM

#1. Apple
#2. Volkswagen
#3. Cannondale
#4. Marks & Spencer
#5. Schaub's Meat and Poultry
#6. Lark Luggage (gone)
#7. Magnalite Cookware (gone)

Posted by Mike Harrison
06/02 @ 12:56 PM

Yes. Sears for tools. For over 30 years, I have set aside broken handtools (e.g., screwdrivers, wrenches, sockets) to take back to the Sears store for replacement. I have always just set them on the checkout counter and they tell me to go pick out the replacements, no receipt required. Awesome!

Posted by kent G anderson
06/01 @ 02:40 PM

I need help to save Global people Brand FUTURE . I need funding for a Global IP Start up Global people brand FUTURE i also need investors to pay legal FEES . to fight for people brand FUTURE 10 YEARS WAR Covered UP people FUTURE VS PEP BOYS FUTURA TIRES Vs FUTURE . LIncoln national corp hello future VS FUTURE . FUTURE ADS vs FUTURE . .I am also a toy inventor MIC HOLDINGS LLC TIME TRAVELER TM VS TIME TRAVEL .. ; see My work ideas for by the people search www.uspto.gov search Trademarks owner kent G anderson . also search TTAB PEP BOYS .. VS KENT G ANDERSON . My home 1-701-223-0639 USA

Posted by Rafael
06/01 @ 02:15 PM

BMW
Armani
Apple

Everything else can come and go.
Trying to find a fourth one.

Posted by Steven Gorenbergh
05/24 @ 08:58 AM

Favorite and respected Brands:

* LL Bean
* Land's End
* Five Guy's Hamburgers
* IBM
* Kingston Memory
* Victorinox (Swiss Army)
* Amazon

Posted by Kris Muthukrishnan
05/23 @ 10:44 PM

Chipotle, Nebraska Furniture mart, Baristas in any Starbucks - The people make the product there,

Posted by Steve Ziemba
05/23 @ 08:45 PM

Hey Kent

Sorry, I'd luv to help you buddy, but I gave away all my cash in anticipation of the Rapture last Saturday. Now, I'm planning on living underground and eating from a can while I find ways to make people stick to the topic!!!!!

Posted by kent G anderson
05/23 @ 09:39 AM

Dear, sir my name is kent G anderson .
I am looking for 1OOK to 1M In a Global IP start up .
Global FUTURE brands . pend in USA,UK, Europe . Backed up by . 12 Years of my lifes work ideas . to see global people and countries share there ideas with the brand FUTURE . see search www.uspto.gov.search Trademarks owner kent G anderson . search TTAB ..Vs kent G anderson . also search www.patent.gov,uk. Reg no 2290533 mark FUTURE as of date nov 2001 also search Community Trademarks Reg No 003886983 FUTURE .and network solutions account no 1412873 . 300 + domain names ..
i want to give global people and countries have a chance to share the brand FUTURE for there own ideas and to give global people in there countries a Global FUTURE voice .
best
Kent G anderson
FUTURE sm/tm
925 N Griffin
Bismarck, ND '
58501
USA Home 1-701-223-0639
www.futurevisionaries.com
milmntec@btinet.net

Posted by Glenn Russell
05/23 @ 09:25 AM

Best:
Patagonia
Apple
VW
Armani
Alessi
Ralph Lauren
Marimekko
Whole Foods
Sony
Calvin Klein

Posted by Akash Agrawal
05/23 @ 02:35 AM

Thanks for sharing such a fantastic articel. Great thought. As for brands that come to mind immediately Sony, Apple, Nike. Cheers

Posted by Donna M Sheppard
05/22 @ 02:10 PM

As a Marriage and Family Therapist I often did an activity with couples and sometimes with parents and children. Each were given different colored markers and a large piece of paper was laid before them. They decide first who will be the leader for the first round. Their role is to make a continuous line anywhere on the paper for as long as they chose, while their partner's job is to follow them with a continuous line (keeping up the best they can). In the second round they reverse roles. A follow-up discussion allow each participant an opportunity to share their thoughts and feelings about being the leader or follower. Does a good leader try to compete with the follower; making it a race to stay ahead or does he slow down when the follower gets behind? This activity can speaker volumes and give a silent observer valuable insight into an undividual's leadership style. Even a follower can sometimes make a race to be the leader. This could add and interesting touch to an interview, maybe or maybe not. Com
Nets welcome.

Posted by Lance McCloud
05/22 @ 03:34 AM

Anthony,

This is fantastic for those who are evolved enough to move beyond ego and fear.

You have created a wonderful message for those who are ready to hear it.

As you know part of the resistance is age related, yet rewording it so it's understandable to say a boomer or even a silent gen on a board could be helpful. I believe a gen x a and younger would have no problem!

Thank you I wish to adapt as part of my business coaching service. Let me know if that is cool.

My two cents!

Best,

Lance

Posted by Margaret Molloy
05/21 @ 10:13 PM

Tony: What a lovely article. Wise and wonderful! I especially like your line: Kissing lowers resistance. @MargaretMolloy

Posted by Jyoti Prakash Haldar
05/21 @ 12:41 PM

Thanks Anthony, your article is a great one, I'll apply this one in my life! Thanks again!

Posted by Judy Rosemarin
05/21 @ 10:29 AM

I think this is a marvelous and daring piece that was fun to read and something certainly to think about.

Judy Rosemarin
Executive Coach
www.sense-ablestrategies.com

Posted by Drew
05/20 @ 11:02 PM

Toshiba laptops. I got my first one in 1993 and have not used anything since. I have used them in Africa, Asia, Europe & North America. Their international warranty service has me sold. 2 examples.

1) I was living in Guinea, West Africa & had a issue that was covered under warranty. I called them. They told me to go to DHL, give them the number they gave me & they would take care of the rest. I did; DHL placed the laptop in a special designed box, gave me a receipt and said they would call. 3 days later they did - my laptop was in. It had gone from Guinea to London for repairs & back.

2) I had a keyboard issue in the US - under warranty, so I called. They sent a Fed Ex pick up & 3 days later, my unit was back. It included a note that said, "We noticed your warranty was almost up so we replaced the hard drive & migrated your data."

Customer for life.

Posted by Simone Abraides
05/20 @ 07:47 PM

An exquisite post, Mr. Vlahos. Whilst reading the stream of comments I am reminded of being kissed as you say, "in advance" constantly by the person who actually lived with me "in mind." That was my mum, who I miss terribly. Thank you for reminding me of her today. Might I add your "kisses" (posts) are quite beautiful.

- SDA

Posted by David
05/20 @ 07:17 PM

I have been a Network Engineer since 1989 and after several years of trying other routers and switches (Big5, Juniper etc) I have come to be a fan of Cisco products.

It is just a workhorse with very few problems you configure it install it and it just runs. The quality runs circles around just about everything else.

Posted by Steve Ziemba
05/20 @ 06:53 PM

Hertz Rent-a-Car and American Express Platinum. Both are invaluable for consistently being ready no matter when I am and always providing top-notch service. Worth every bit of their fees.

Posted by Clifford Feightner
05/20 @ 05:38 PM

The most reliable product in my life is Coke Classic!
Cliff