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Stanford CEO Forum
- How to Build a Brand
- Narrado por: John Kilcullen
- Duración: 47 m
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Lo que los oyentes dicen sobre Stanford CEO Forum
Calificaciones medias de los clientesReseñas - Selecciona las pestañas a continuación para cambiar el origen de las reseñas.
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Total4 out of 5 stars
- Alison
- 03-27-09
Brand equity is the holy grail
This is an insight into the retail brand 'For Dummies'. It's an amazing story of the journey a new brand takes to be successful. A great reminder that companies 'don't service opinions and attitudes, we service customers'. I've been using this material to coach my senior management on revisiting our brand and understanding the emotional connect both our people and our customers have to our brand. This also reinforces the need to start by defining the market to your own advantage, as I know with my organisation, it's very tempting to compare to competitors. Really good for us marketers to have a little refresher on the fundamentals.
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