When re-creating a product, service or brand, the biggest challenge is how to connect it to an established one. Brand recognition requires the careful study of its current market and audience, and … [Continue reading]
Customer service responses: Don’t take ‘no’ for an answer
October 11, 2013 by Leave a Comment
When dealing with professional services, such as domain registrars, the customer is - almost - always right. In a customer-oriented world, a customer's needs are usually manageable and relatively … [Continue reading]
Dawn of a new era
September 26, 2013 by 4 Comments
The dawn of a new era is always seen with suspicion, reservation, conservatism and fear; sometimes with anger added to the mix. People don't like change, especially when it's defined in a manner … [Continue reading]
Acquisitions and mergers bring layoffs and executive control
September 19, 2013 by 7 Comments
Having worked for start-ups and companies that were eventually acquired by others, or merged with competitors, I can safely say that nothing good ever comes from such corporate fusions. The … [Continue reading]
Ten plus one tips from the Microsoft team of branding specialists
September 17, 2013 by 1 Comment
Creating or re-imagining a brand is a task that requires focus, direction, imagination and discipline. Microsoft went through a full rebranding of its corporate assets with success, from the … [Continue reading]
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