Tagged with brand

Your brand as the creator of margin

There are lots of definitions of brands I love: The face of your business strategy What people say about you when you are not in the room and finally: the value created over the cost of goods and services. This last one is a great one, because it strikes at the heart of what it … Continue reading

The molecule of customer trust and profitability

David Maister laid down the foundation to understand trust in his work The Trusted Advisor. Maister showed us that trust was generated through 4 key dimensions: credibility, reliability, intimacy and lack of self-orientation. For customers to experience trust, the conditions of trust need to be in place. Customers either consciously or unconsciously, spoken or unspoken, … Continue reading

Picking a strategic segment for your launch

In today’s market of radical innovation, a brand is under constant challenge to relaunch itself to the marketplace and existing customers. With that in mind, it is important to know how to launch innovation and start ups in the market place, without exhausting your resources. Going out to the wider market can be an expensive … Continue reading