CHAPTER 3Going Behind the Brand

Behind every brand, organization, and government there are individuals. Regardless of the emotional connections consumers may have with a product, the culture and people behind the experience and the product are increasingly judged as part of the brand. Systems and processes don’t manage themselves. Embraced or not, the information available on today’s web is giving customers a good look into corporate policies, procedures, and ultimately the people making the decisions. Are those who are managing their beloved product worthy of such a responsibility? Is there an openness and willingness to give customers a part in driving the brand experience or does fear ...

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