“Customer expectations and behaviours have changed dramatically over the past decade. Organisations are expected to meet customers’ needs and expectations at every interaction, in return for customer loyalty. The ability to deliver this depends on the extent to which “Customer Centricity” is embedded within every single person in your business” Cormac Hughes (Partner, Strategy & …
Marketing Strategy
12 July 2023
Brand as Person: the evolution towards a more human approach
In the past, the brand was identified by a concept often built up to create an ideal identity that the company wanted to represent and communicate to its customers. Today, however, the identity of a brand takes on much broader and more experiential aspects and relationships, sometimes even difficult to control. Brand is a complex …