April 8, 2010

Rebranding vs. Improving Branding

Interestingly, in both situations a company who has faltered in delivering upon the promise of its stated brand position decides to fix the problem by rebranding itself to a new position instead of improving upon its original promise. And just as interestingly, in both situations, the faltering company is being aggresively challenged in the marketplace by a company who dedicates more resources and commitment to delivering its brand promise better and better - and correspondingly communicating its success.
September 21, 2009

The Convergence of Advertising, Sales, and Customer Service

Although advertising, sales, and customer service have always been strongly related, today more than ever the lines between them is blurred.