understanding your customer is the key

I will not name the firm because they have generally been very good, but the story is worth recounting none the less. A week or so ago, my car was returned to my home after the completion of some repair work. When I got into and drove the car, it became immediately apparent that the […]

I will not name the firm because they have generally been very good, but the story is worth recounting none the less. A week or so ago, my car was returned to my home after the completion of some repair work. When I got into and drove the car, it became immediately apparent that the problem I had asked to be addressed was still evident. It was reflected in a loud ‘knocking’ from the front of the vehicle. I immediately rang the service centre and they are now attending to the issue. When I contacted them they were very apologetic, very welcoming, very respectful and very friendly – as they always are. Indeed, these guys cannot be faulted when it comes to using my name, remembering my history with them and generally being polite. In this way – their service is faultless. But clearly that is not enough. Indeed, I…

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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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