brentlaminack's Journal: Branding Book That Makes Sense

One of the few branding books that actually makes sense is written by my friend Nick Wreden. It's called FusionBranding. The key is everyday operational excellence. All the marketing dollars spent on customer acquisition (getting people in the front door) are wasted if customers aren't happy with the expreience and exit just as quickly out the back door.

The other major departure here is the concept of accountability. In order to be accoutable, the brand must be measurable by some metric. The metric he suggests is that of customer equity. A few CRM systems measure this, but most managers are clueless as to what to do with these measures.