Your customers may be closer than you think

Gailynn Nicks

Gailynn Nicks, managing director of Ipsos Loyalty, argues that product brands require strong customer relationships in much the same ways that service brands do - that the 'brand experience' relates to all points of contact between the brand and its user.

Your Customers May Be Closer Than You Think

Gailynn NicksIpsos Loyalty

Since the 1950s, the UK population has spent a progressively lower share of its income on essential products and more on luxuries, leisure and services. At the same time, the internet has revolutionised the way we relate to each other and our communication expectations. Even when you introduce a new edge, the speed and competitiveness of some big retailers and manufacturers means it will not be long before someone has copied your idea and even spent heavily behind it. Witness the recent court actions between fashion designers and...

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