Touchpoints.
They tell stories. Some big, some small, but together they define the brand.
Marketers need a clear, coherent, and positive picture of the brand to emerge.
But since touchpoints are not all under Marketing’s control, this means embedding the brand into the culture of the business.
Read MoreStrong brands.
They make businesses more valuable. CEOs and investors intuitively know it (even if they can’t value them on the balance sheet).
Yet, rather than the means for creating a key strategic asset, branding today seems little more than an afterthought.
Read MoreI've always been a fan of Customer Lifetime Value. By putting a financial value on customer relationships, it makes it easier to convince businesses to look after existing customers.
But I still find it has more to offer than most businesses realize.
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