73% of brand loyalty linked to customer service Don’t be under any illusions, when this pandemic shutdown is over, and people return to their normal lives, two things will happen: Businesses will re-engage aggressively – pushing hard for market share Bricks and mortar retailing will be harder than ever The first point highlights the importance […]

73% of brand loyalty linked to customer service Don’t be under any illusions, when this pandemic shutdown is over, and people return to their normal lives, two things will happen: Businesses will re-engage aggressively – pushing hard for market share Bricks and mortar retailing will be harder than ever The first point highlights the importance of differentiating your business from the competition in a way that makes it more appealing to you target audiences. It is well documented that there is an inverse relationship between the degree of relevant differentiation and the investment in marketing. Put another way, the better differentiated a business or product (given that the differentiation addresses what is most important to consumers) the less that business will need to spend on marketing and in particular communication. Differentiation is also central to securing higher margins. That said, there is also increasing research to suggests that differentiation is…