We believe that “consumer” is a kind of four-letter word. When we hear it we can’t help but wonder if people are really thinking critically about what they’re saying.
Brands can realize dramatic short term improvements in profitability and long term improvements in brand health by focusing attention on their Most Valuable Customers.
We live in a time where a quick Twitter search can deliver the pulse of the global community on any topic imaginable in real-time, including a brand’s activities in the marketplace.
As customers gain access to more information about brands’ activities in the market and on the global stage, they naturally develop affinity with brands whose values align with their own.
Successful brands are associated with products, services or offerings that deliver on the brand promise. Brand claims and customer experience must demonstrably coincide.
Leadership teams tasked with steering institutions into the future often change overnight. These transitional periods amount to potential moments of crisis for the brand.