At this moment, the biggest issue that most brands seem to be facing with their online presence is definitely control. While everyone is more than ready to talk about online engagement, and all the major brand are very happy to promote themselves on yet another media channel, their attitude towards the response of customers is not always so positive. There’s a huge inherent vice in this whole...
It’s way too easy to imagine a system so perfect that every tiniest detail is carefully tailored and fussed over, where every member of the team flawlessly carries out their job, where every piece of the selling puzzle is perfectly sliding into place, where every brochure, web site, catalogue and leaflet is so carefully crafted and designed that it needs no further explanation. It’s easy… but...
Cognitive empathy: the difference between feeling what your customer feel and actually helping him!
What is branding, anyway? The word “branding” has always been very foggy, but it has recently become even more complex. Traditionally used to define the very broad range of activities to place a product inside its market (from logo to package design, from promotional strategy to pricing), the word has become more and more disembodied and presently revolves around ideas such as “customer...
Everyday the internet is full of blog posts that explain carefully and in detail what to say and what not to say. Among the most common suggestions when dealing with customers are:
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