‘I’m sorry – you’ve lost me’: five words a brand should never have to hear

In good times, as companies grow, it is all too easy for them to lose touch with their customers, without being aware of it.

'I'm sorry – you've lost me': five words a brand should never have to hear

Jeremy Bullmore

The year 2008 may be remembered as the one when numbers finally lost their capacity to shock. At the beginning of the year, two billion dollars was a lot of money. By the end of it, two trillion dollars was rather less: or so it seemed. Logically, the fact of a corporation facing losses of 100 billion should be four times more chilling than one facing losses of 25 billion – but logic doesn't come into it. There comes a moment when numbers...

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