How to reach the highest level of brand equity?
Lately I am working quite extensively around brand equity. The current crisis shows clearly that short-term scenarios are doomed to devaluate business value. Brand Equity is something that you build up over years. Though there is much buzz around the concept of Brand Equity, however in reality not much is done to increase. Brand Equity is often looked from a tangible perspective, where in reality...
Read MoreUsing your Customer Service to generate positive word of mouth
The main question for optimal customer service is not what to do, but how to do it. Customer service is the moment of truth, the moment when the customer is going to experience first hand if all the promises made by a brand are true. This is the moment where the customer will feel, whether he/she is just a nameless stakeholder or a true person. There is much written about Customer Relationship...
Read MoreCRM 1.0 is dead, long live CRM 2.0
In light of the current challenging times, aspiring to grow might sound very cynical. The questions is: is there any choice? Is the option of not focusing on growth plausible at all? When we consider that the opposite of growth is decay, then suddenly the prospect of not growing sounds very unappealing. So, the best way to survive these challenging times is to focus on growth! One of the growth...
Read MoreThe 2 most important objectives for you business
As long as I can remember there has always been an antagonism when it comes down to short and long-term objectives. Some focus primarily on short-term objectives, others disregard anything but long-term objectives. Well, who is right and who is wrong? Neither of these concepts are wrong or right. Every businessman should always aim for short-term and long-term results in all actions. In my...
Read MoreMarketing does not make unique brands.
Let me quote Patrick Dixon, chairman of Global Change when he states “marketing can not predict the future”. Marketing can merely show a momentum that is not further than ‘here and now’. Before anyone accuses me of discrediting the importance of marketing, we are talking here about the accuracy of disciplines to deliver relevant output. In my experience whilst having dialogues with...
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