Zipcar: How Branding Creates Market Value

Author:	Julie Schwartz
Published:	August 10, 2012
Ref. Number:	CS0031
Pages:	12

Zipcar’s journey from a small, local company espousing a “save the world” mantra to a rapidly expanding international business demonstrates the vital role marketing and branding play in building a thriving community of loyal followers across the globe.

In building their brand—and, thus, their company—Zipcar found that:

The customer experience is what creates differentiated brand value and advocacy, not corporate image, advertising, or positioning.
It takes an organization-wide commitment to create a branded customer experience.
Value propositions must be crafted from the outside in to reflect the target audiences’ wants and needs rather than employees’ ambitions.
Taking risks and bold marketing efforts can help capture attention and grow market share.

Tracking customer sentiment, determining the root causes of problems, and responding to feedback are key to innovating your business model.

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