This post is by Michael Pollock, the original owner of Small Business Branding. Yaro Starak now owns and produces the latest content for this blog.
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More brilliance from Kevin Briody on branding. GET THIS.
"A new class of unofficial brand management is rising – you
see evidence of it every day in decisions by companies to embrace open
communication with their customers, to listen to feedback and own up to
mistakes. To build products, licensing, pricing, and support models
that respond to the customer’s needs, not the corporation’s wants.
"The new brand managers are the line product managers, the
folks who own customer service policies and practices. They are the
ones who set the tone for the company’s interaction with their partners
and customers through their actions. They define the brand, although
most of them have probably never thought of it in those terms.
"Traditional ‘brand management’ is just window dressing on top of what really matters."
To borrow a Tom Peters phrase, anyone else care to join the fray?