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Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd by Karl D Speak, David McNally

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Indirect Measurement Tools

Businesses have learned to combine direct and indirect brandevaluation techniques to build a more accurate picture of the effectiveness of their brand messages. Here are a few indirect measurement tools and some ideas on how you can apply them to keep your personal brand relationships on track.

How far will people go to offer feedback or ideas, including suggestions for improving a brand? A customer who writes to a company about a valued product or service experience is providing evidence of a deeper relationship than someone who checks off a couple of boxes on a handy comment card. Both are placing more value on the relationship than customers (however satisfied they may profess to be) who don't consider it worthwhile ...

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