Considered your brand a life experience.

A brand should take into account the customer’s total shopping experience—every contact point is important and should be in accord with the customer expectations.

The world’s most powerful business tool is also the most misunderstood. The e-factors are all about feelings not figures and feelings rule all buying decisions!

Does your marketing promote the difference between good and bad or better and best?

Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?

You can’t afford not to manage your brand.