What’s Your Desired Reaction?
Every organization wants or needs somebody to do something, and this something is that organization’s desired reaction. Desired reactions can vary dramatically from organization to organization, and from tactic to tactic within that organization. Sometimes, the desired reaction is for more people to walk into a store, go to a museum, or visit a website. […]
How to destroy 5 years of brand equity in less than 72 hours
About 5 years ago, I became fed up with trudging into my local corporate-owned mobile carrier store to purchase or receive technical support. Not that I didn’t enjoy being greeted by a newbie employee with a tablet device, who asked a bunch of superficial questions, typed slower than molasses, and directed me to wait for […]
All Customers Are People
For brands that sell consumer products, the statement of “All customers are people” is simply a reminder to keep a focus on the customer and his or her personal needs. However, this statement is just as important to companies that market to other businesses … just as important to organizations that are trying to effect […]