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How to Build Brand Equity Through Employee Engagement

Idea posted: December 2014
  • Finance
  • Learning & Behaviour
  • Marketing

From the friendly retail clerk helping a customer to the highly paid consultant who delivers groundbreaking solutions to the business unit, employees can directly impact a company’s brand equity. Therefore, any employee-related policy or resource decision — from training to lay-offs — is in effect a branding issue. 

Idea #466
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How to Be a Customer-intimate Company

Idea posted: July 2014
  • Strategy
  • Leadership & Change
  • Marketing

Customer-intimacy is the ultimate customer-centric model, resulting in long-term relationships with the most valuable and profitable customers. It’s not easy to achieve, however. For most businesses, becoming customer-intimate is more of a transformation than a transition. The first step involves a reversal of the normal ‘logic’ of business — and the next a significant organizational change. 

Idea #413
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John Evelyn discovers sculptor Grinling Gibbons (1648 - 1721). Gibbons became Master Carver in Wood to the Court of King Charles II

Co-creating with Customers: More Pros than Cons?

Idea posted: March 2014
  • Strategy
  • CSR & Governance
  • Innovation & Entrepreneurship
  • Marketing

Involving customers in the design and delivery of products and services can be a cost-effective way to meet the demand for constant innovation and improved ‘customer experience’. It has, however, the power to destroy as well as create value. Much depends on the human and technological interfaces between customers and the company.

Idea #344
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