11 May 2000

It's the People, Stupid!

Employees as brand builders

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"
The challenge that service marketers -- or any marketer with service as a key part of their product/serivce mix -- must confront every day is, "How can we optimize the use of the traditional four P's -- product, placement, promotion, and price?" The answer: They can't. Because there are five P's, not four. And the power of the fifth P is so dominant that it often overshadows any of the other four when it comes to building a brand 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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See also
Can This Brand Marriage Be Saved?
Beware of Empty Promises
Maximizing Return
Why Bigger Isn't Better

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.

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