Culture-led brands represent the sweet-spot where a strong brand meets a clear purpose and a healthy culture. As customers and employees become more and more demanding – seeking employers with a purpose, brands with a conscience and above all customer or career experiences that raise the bar – finding this sweet-spot becomes increasingly important. In…
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Many technical service businesses rely on a seller-doer model for sales. It makes sense because, for these types of professional services, salesmanship is about being a technical expert, and customer service is about offering the best possible design solution, at a reasonable cost. But not every engineer wants to sell, nor is every technical genius…
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Brand duplicity happens when brand promises don’t align to customer or employee experience. There are five top factors that contribute to this misalignment. Customer service – the B2C space spends fortunes on ensuring the best possible customer service, but B2B often misses the mark. It shouldn’t. Leadership – leaders that don’t live up to…
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