Reading Time: 8 minutes Denise Lee Yohn is one of those people whose been part of my brand conversations for some time. I first encountered her no-nonsense approach to brand when she published an excerpt from her book What Great Brands Do on Branding Strategy Insider. It was one of the most popular posts of the year.
Tag: customer experience
Your customers shouldn’t have to report to your processes
Reading Time: 11 minutes We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe […]
Shifting your brand to the inner circle
Reading Time: 3 minutes An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.
Brand loyalty or brand convenience? Here’s how to tell.
Reading Time: 3 minutes Marketers love patterns. But repetition is not always the most reliable metric for brand loyalty. What makes your brand attractive?
7 ways brands just plain break their promises
Reading Time: 4 minutes Some time back, I looked at what it took to get a brand promise right. In this post, I want to examine the converse: when (consumers feel that) brands have not lived up to what they said they would deliver. What happens to generate customer disappointment?