The One Thing You Must Get Right When Building a Brand. Patrick Barwise & Sean Meehan Harvard Business Review ; Dec 2010. THE POINT. “ The companies that will succeed in this environment are exploiting the many opportunities presented by social media while keeping an unwavering
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Patrick Barwise&Sean Meehan
Harvard Business Review; Dec 2010
The Customer Promise
Innovation Beyond the Familiar
THE VIRGIN ATLANTIC AIRWAYS MODEL
THE CUSTOMER PROMISE
Learn what people are saying in Call Centers, Websites, and public opinion.
Uses Social Media to support the brand values and promises:
Gathering Insights to Improve
innovation beyond the familiar
KEEP YOUR EYE ON THE BALL
LEVERAGE SOCIAL MEDIA
American Express (OPEN Forum)
ByPam Lamantia & Baruch Vergara