Have you ever asked your salespeople what your company’s brand means? Chances are you will get different answers from different people – and chances are none of their answers will be entirely correct either. In spite of the investment many companies make on developing and promoting their brands to their customers, little is done to build the brand integrity internally. As a result there is often a disconnect between what a company promises to its customers and what the salespeople are saying.
Branding (amongst many things) is designed to stimulate an emotional expectation. Armed with the feelings, stimulated customers meet with salespeople looking for confirmation of that … read more by subscribing.
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