If customer satisfaction is about meeting or exceeding expectations, then why do so many companies measure satisfaction without considering what they are actually promising their customers? This post draws on recent observations by Simon Wood, Head of Stakeholder Management Research for TNS UK, to explore the relationship between brand authenticity and customer satisfaction. There are … Continue reading
There is a growing consensus that to succeed brands need to be “more human”. Ironically there is a case to be made that this also applies to politicians, business leaders and other celebrities who commonly adopt public personas in line with the stereotypical expectations of their positions. This tendency is what social psychologists term role … Continue reading
Despite its questionable launch strategy the Commonwealth Bank’s new “Can” brand positioning may have the ability to stake out a real point of difference that will leave its competitors behind. Australia’s ‘big four’ banks have traditionally been perceived by consumers as a largely undifferentiated group of institutions. A group that has also be seen as … Continue reading
You would be hard pressed to find a mid to senior marketer that isn’t an advocate of the customer-centric view of marketing. It has after all been the dominant marketing paradigm of the past 30 plus years, ingrained in every marketing text and preached by industry leaders. With the identification and fulfilment of category specific … Continue reading
Over the past decade businesses that compete in the mass middle market of their industries have seen increasing pressure on sales and margins. ‘Death in the middle’ as it has been called has been caused by competitors taking either value positions or premium positions. This has shrunk the space in the middle and made the … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 