7 BRAND IMPACT AND BRAND SUCCESS
In this chapter we will start to look at what makes your brand successful amongst your audience. We will look at how customers want to feel about your brand and your engagement with them. We will talk about how companies like Dell have used this to their advantage and obtained measurable financial results. We will also look at how companies adopt policies and guidelines for their staff. We’ll look at good and not so good examples of policies and innovative ways of getting the message out. We’ll talk about legal aspects and consider some potential issues around intellectual property and copyright. Finally, we will look at established brands and how they tackle brand migration. Some have managed this brand shift ...
Get Working the Crowd, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.