by Guest Author | Jun 1, 2015 | Customer Value Creation
Notes: 1) The author of this post, Anil V. Pillai, is a Director of the India-based consultancy Terragni Consulting (P) Ltd. Anil and I were members of Customer Value Creation International. This article was originally published in the May 2015 “Efficient...
by Sam Klaidman | Nov 3, 2014 | Growth
Our white paper, Because I’m The Customer, defined a brand as the sum of all expectations and experiences. This implies that a consistent message and set of experiences will lock in customer loyalty. However, after an incident or two, the memory of these...
by Sam Klaidman | Jul 8, 2013 | Growth
When we think either about a brand, making a major purchase, or evaluating a business or personal relationship, expectations and experiences are like yin and yang. They travel in opposite directions together; one grows while the other declines. This concept is...
by Sam Klaidman | Jun 10, 2013 | Growth
When we think of “brand,” we think about the Proctor & Gamble version. People plan every aspect of the product, packaging, pricing, distribution, and communication; all the internal areas a brand manager can control. But that is not what a brand is all about. As...
by Sam Klaidman | May 27, 2013 | Customer Loyalty
If you google “corporate social responsibility,” you will receive almost 25 million hits. It seems as if every corporation has jumped on this bandwagon. Recently I had dealings with two businesses that practice what they preach and have great products. The...
