Who represents your brand out there on a day-to-day basis? Your sales force? Without a doubt. Customer service reps? Absolutely. Service providers? Yep. Anybody else having direct customer or prospect contact? Of course, yes. Certainly, you’ve empowered these official brand representatives to… Continue Reading →
A simple question: do your employees know specifically what your brand identity is? Are they versed in the decisive, differentiated advantages your brand delivers compared to competitive offerings (your brand position)? Do they know the nuances of the benefits… Continue Reading →
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