Recent Posts

• 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 [...]

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• Using 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 [...]

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• CRM 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 [...]

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