Aligning company values with market expectations
Incompetent? Belligerent? Homophobic? Conniving? In the world of Business-to-Consumer(B2C) branding or, more to the point, in markets where the brand lives or dies by the sword of consumer opinion, having your organisation perceived consistently in such negative terms can wipe billions off of market valuations and ultimately threaten the survival of the business. Just ask [...]
Aligning business personality with buyer behaviour
I wrote recently of a barrage of culture-based articles, each with their own perspective on the irrational nature of decision-making. Thanks to sub-prime mortgages and the global financial crisis, the myth of the rational market has been thoroughly debunked. Traditional economists hang their heads, whilst proponents of behavioural economics are standing up to be counted. [...]
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