Go on ... Light the Fuse

Behaviour is branding ...

For a few weeks now, our SugarSync service, has not been working. (See, "Sync with added sweetness"). This might seem a strange point, to start a brief blog on branding; however there are two reasons, why we are taking the time to comment ...

PRODUCT: Its only when we had the service stop working, that we realised, the true benefit of SugarSync. Having to go back to using USB memory sticks and external hard drives to sync data between PCs, compared to the simplicity of the service, was areal reminder of the true power of the service.

BRANDING: If behaviour is branding, then their Customer Service team are delivering the SugarSync brand, as surely as the Marketing team, with their approach to Blogging, PR etc.

Having used many email or Internet only customer support services and gotten used to the slow, faceless, indifferent support, the team at SugarSync stand out from the crowd. They have managed to turn a potentially faceless customer services route into a positive experience. 

A special mention goes to Burhan, the CS Marvel, who resolved our issue ... thank you.

** For the sceptics ... SugarSync is not a client of Light the Fuse **

Increase usage - Lather, Rinse, Repeat

In Benjamin Cheever's first novel, "The Plagiarist", a marketing executive adds the word, "repeat", to a clients shampoo packaging, increases sales and becomes an industry legend overnight.

Is a new industry legend about to be born at Unilever?

The concept behind Lynx Mix is fiendishly clever. Use two separate deodorants to create a third unique fragrance or as they put it ... Combinable Fragrances.

Its obviously not as simple as adding "repeat" to the packaging. However, using two deodorants "simultaneously", has the same effect ... increased usage.

The new legend, will however only be born, if they can persuade male consumers, that they need to purchase 300 ml (the total size of the Lynx Mix multi-pack), instead of a single 150 ml deodorant, in order to enjoy ... the Lynx effect.

Sync with added sweetness

After choosing our email solution, the next largest IT challenge our business faced was data backup and synchronisation. How could we ensure all our company critical data is kept safe and that project critical data is made available to those who need it, regardless of location, across multiple PCs and Laptops?

For the last few months, instead of using Outlook as a filing cabinet or fiddling around with USB memory sticks, we have been using SugarSync. This Backup and Synchronisation service meets all our business needs and is highly reliable, fast and incredibly easy to install, set-up and use.

Take a look at their free 45 day trial. It's worth the effort and you don't have to enter any credit card details to sign up.