Rebranding a City

COLD STEEL TO HOT BRANDS

Rebranding Syracuse, NY Can a city rebrand itself? That's the question Syracuse, New York is answering in the affirmative. The post-WWII industrial boom that fueled its economy for nearly a half century has all but disappeared. It left this historic city with big challenges, including unemployment,...

Turnover Can Kill Your Brand

THE #1 HIDDEN COST OF BRAND BUILDING

There’s no line item on the business plan for turnover, but there should be! It’s the #1 hidden cost of brand building. Turnover is generally not considered a major factor affecting brand growth, even though, in retrospect, its damage is very quantifiable. It’s not just losing...

7 Ways to Train your Customer Service Representative and Save Your Brand – Part 1

COMPLAINTS ARE GOLD - IF YOU KNOW HOW TO MINE THEM

[caption id="attachment_2161" align="alignleft" width="300"] Complaints are Gold[/caption] Customer service trumps marketing when it comes to brand building. Your brand’s reputation is on the line when unhappy customers contact you. In their minds, the way your customer service people treat them will be the real test of...