Watch Your Step
How a brand behaves determines how consumers view its value. By Simon Uwins. Conversations around accountability in marketing have always struck me as somewhat bi-polar. The dominant conversation is one between the CFO and CMO, as the former asks the latter to justify marketing’s contribution to the bottom-line of the business. With customer touchpoints multiplying, media fragmenting, and marketing opportunities escalating, this has become ever more urgent.
Yet with every passing day, customers are also holding brands ever more accountable for what they do. Just look at the pushback last year against the Bank of America debit-card fee, or against Apple’s below-par map app, or the customer reaction to gay marriage remarks by the CEO of Chick-fil-A. Which way is a marketer to turn? read >>