“Voice of the customer” can be a challenging concept for brands. Listening to, engaging with, capturing and analysing what customers are saying, thinking and expecting of your brand, products and services can be confronting. Years ago, working with a global retailer, there was a moment where court action was imminent – a customer had taken their use of the brand into an area that did not gel with the brand’s stewards. Luckily we were able to resolve this amicably (and creatively) – but the stakes can be high.
As Oasis wraps up its five night residency at the fabulously named Heaton Park in Manchester, one brand has gone above and beyond – turning the “voice of the customer” into a brand-meets-culture moment. In tribute to the Manchester band’s reunion tour, Aldi rebranded its local store from “Aldi” to “Aldeh” representing the local dialect and the city’s long history of rock music.
It’s literally rebranding in the voice of the customer.
And, of course, this has proven a hit with locals and tourists alike. Even Google Maps has gotten in on the act.
And there’s no change of this sign changing back any time soon.
Aldi UK’s Chief Commercial Officer, Julie Ashfield explains, “What started as a fun, temporary tribute to Oasis and the local accent has turned into something far bigger. We’ve heard shoppers loud and clear, and we’re absolutely delighted to keep the sign up for the long haul.”
And in a world where brands struggle to be relevant in the life of its customers, this activation feels like a bat signal in the gloomy, gotham world of safe branding.
, with its updated case studies, worksheets and frank, business focused style was more than a meal.