Category Archives: Strategy

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How to Successfully Invest in Brand: Part 1

Concept: C-suite to treat Brand as an investment to create brand equity and value. Method: Align customer relationships & differentiation focus with business model objectives. Action: Target & track returns on touchpoints to make more of the intangible, tangible. FROM START-UPS TO CORPORATIONS... Read more →
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How to Successfully Invest in Brand: Part 2

Concept: Establish an overall responsibility for the customer journey within the organization. Method: Adopt an holistic, incentivized, goal-oriented approach to monitoring customer satisfaction. Action: Measure the economic effectiveness of the whole customer journey, not just the touchpoints. FROM START-UPS TO CORPORATIONS Mike Emery... Read more →
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How to Successfully Invest in Brand:Part 3

Concept: Put relationship and customer needs before organizational or sales needs. Method: Touchpoints must meet a personal need at a specific point in time. Action: Determine between which are perception & performance metrics. FROM START-UPS TO CORPORATIONS Mike Emery of BRAND ECONOMIX offers... Read more →