06 November 2000

Living the Brand

Beyond t-shirts: the case for brand talent

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"
With the continued focus on providing "added value" to consumers, there appears to be renewed respect for the potential power of the brand. As marketers have gradually shifted from emphasizing customer acquisition to focusing on customer retention, the brand has been revisited as a critical element, not merely for attracting a customer, but for building an enduring customer relationship.
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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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.

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Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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Copyright © 2009 Gallup, Inc. All rights reserved.
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