The new service ethos, a post-brand future and how to avoid it

Argues that the new values of customer service are opposed to product branding as traditionally understood, and that new approaches must be found to branding service.

The new service ethos, a post-brand future - and how to avoid it

Bob Tyrell and Tim Westall

Unless companies recognise the differences between a brand ethos and a service ethos they risk commoditising the service dimension, thereby diminishing the very advantage the service was designed to give. Branding customer service requires something much more complex than the bolt-on activities currently parading as 'relationship' building. It implies developing a recognisable style and personality, and that has important implications for brand marketing.

These are extraordinary times in marketing. A growing chorus proclaims that marketing is in crisis. At the...

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