28 January 2009

Your Roots Are Showing

It’s not enough to tell people you’ve changed. Brands such as KFC and Wal-Mart may encounter a credibility gap between what they say and what they do.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
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Marketers, take note: It’s not enough to tell consumers that your offerings have changed. Brands such as KFC, Wal-Mart, and Abu Dhabi may encounter a credibility gap between what they say and what they do.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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See also
How to Rejuvenate Your Brand
Stretching the Brand Until it Breaks?
Married to the Brand: Why Consumers Bond With Some Brands for Life

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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