26 March 2001

Brand Momentum

How consistent contact builds consumer confidence (part 1)

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"
Great brands don't live in the past. They continue to grow -- and growth is important because consumers jump on bandwagons. Whether they're investing 401k funds or buying a sport coat, consumers pay attention to trends. They're attracted to what is growing and are apprehensive of what is not.
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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Why Brand Momentum Matters

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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