Quality Assurance is Essential to Your Brand Promise
“BUT YOU PROMISED!”
Quality assurance is exactly that. You are assuring your customer that the branded products she has come to expect are what she gets. We have seen that even though you have the trademark and are the producer, you don't own your brand, and you don't own...
Brands Are Built on Excellent Customer Service
THEY TOOK CARE OF ME!
Your brand is judged more by how you handle a customer's problem than by how you provide great products and services. Your handling of their concerns demonstrates your brand's principles, ethics, and values. Are your customers’ problems treated like a nuisance? Or are they welcomed like...
Keeping Your Brand in Front of a Reluctant Buyer Will Pay Off (Later)
SHE’S NOT SHOPPING
When we began building the Barefoot Wine brand, we hired one of our first chain store managers to call on the big supermarket buyers in California. He was a tall Dutch guy named Jack Voss who kept us entertained with his charming accent and idioms that...