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How Customers
Really See Your Brand
Marketing is not a specialized activity. It is the whole
business seen from the point of view of its final result,
that is, from the customer’s point of view.
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—Peter Drucker,
American management thought-leader,
writer, teacher, and consultant
Alliance & Leicester Building Society—
The Power of Customer Insight
For most of us, most of the time, mortgages are boring. The ex-
ception is on the few occasions when we are buying a new home.
Motivated by fear that something could go wrong, we then com-
bat our boredom, wade through the small print of offers we can
just bear to look at, decode the broker’s patter, and hold ...