Winning Hearts and Minds: Why Best Buy, P&G and Charles Schwab use brand advocates

A discussion of compenies that have developed a "deeper, more expansive" focus on the customer.

Winning Hearts and Minds: Why Best Buy, P&G and Charles Schwab use brand advocates

Chiaki Nishino, Fred Geyer

Financial Crises. Changing business leadership. Competitive pressures that stand to alter the playing field. These are among the circumstances that provide the impetus for companies to develop a deeper, more expansive focus on the customer, one that generates strong and enduring loyalty to the brand and, ultimately, ensures that the business thrives.

While marketing leads the charge to create a relentless customer focus, seeing it through is more challenging than ever before — especially for businesses that are slow...

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