How Customer Values Are Transforming Brands Today
Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that are getting more attention with our divisive politics today. Most brands can no longer ignore these trends and remain apolitical. There are always risks of offending some customers and employees so the challenge is to determine what issues to address, and how. The answer should depend on the core values that define the brand equity and image, and related to this the most important values of...
Read MoreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant more to Millennials than older people. They were...
Read MoreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant more to Millennials than older people. They were...
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