Filed under Brand Articulation

Why brand authenticity is critical for customer satisfaction

Why brand authenticity is critical for customer satisfaction

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

Brand Obama and the Art of Being Human

Brand Obama and the Art of Being Human

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