Reading Time: 4 minutes Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some way away depends on your strategy and what you stand to gain from getting up-close.
Tag: signals
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 […]
Do you really want to be a famous brand?
Reading Time: 4 minutes In a world where popularity is the ‘it’ metric for so many marketers, have you really thought through how your brand would cope if all your wishes came true? If your brand strategy is based on building your popularity, here’s some things you might like to consider as you rush to be noticed.