44% awareness of consumer law

forget the sale and hold onto the customer A little while ago, I went into a major department store in Melbourne, with my son, to exchange a pair of short pants that he had purchased a few days prior. The assistant told me that it was against store policy to exchange the shorts or provide […]

forget the sale and hold onto the customer A little while ago, I went into a major department store in Melbourne, with my son, to exchange a pair of short pants that he had purchased a few days prior. The assistant told me that it was against store policy to exchange the shorts or provide a refund, despite the fact that the shorts were not entirely fit for purpose. I had a similar experience with some electronic equipment purchased at a major electrical retailer in Perth just last month. In both cases, I explained to the shop assistant that I had no interest whatsoever in their store policy, and that the only thing I would be referring to in resolving the matter was consumer law. I informed them that, in law, their store policy carried no weight – and the fact is, it does not. All these two stores did…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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