Building a quality brand is a major investment of both time and money. Yet all too often, businesses put in the work only to deviate from the game plan, alienating loyal customers and killing retention.
“Brands that win do three things,” Glenn Manoff, senior vice president of brand at Trustpilot, told me. “First, they have a crystal clear purpose that resonates equally with employees and customers. Second, their products, pricing and everyday customer experience are consistent with that purpose. Finally, they get things badly wrong less often than their competitors, and when they do, they quickly make things right.”