Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Jim, an Executive Director at a nonprofit organization in Seattle, Washington who writes:
Do you remember when you were a child the first time someone made you a paper plane? If your recollection is anything like mine, you couldn’t believe how it left your hand and made its way across the room. Before long though, it lost height and velocity, and fell to the floor.
We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe anything customers don’t expect and it certainly doesn’t envelope anything of particular value to them.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Anna, a Product Manager in Stockholm, Sweden who writes…
The term “purpose” has risen in business prominence as brands look for ways to connect what they are evaluated for in the short term, with their commitments over longer timeframes.
