Putting brands into action

Tony Wardle, a partner at Nimbus Experience, argues that the interaction between employees and customers (and other stakeholders) is a brand’s most powerful medium.

Putting brands into action

Tony Wardle Nimbus Experience Ltd

From time to time in all our working lives, we experience aseminal moment a learning sopowerful that it changes or clarifies ourthinking. I experienced one of these a fewyears ago when I was working with FirstDirect, developing the interface for its PCbanking system.

I had been through the brand induction process impressive. I had a clearunderstanding of the brand and how itwas conveyed in advertising, direct mailand product literature. I had a sound...

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