12 April 2007

Show Them Some Love

Too many marketers fail to recognize that relationships are reciprocal. If you don't give, you won't get.

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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Just about all marketers agree that making an emotional connection with customers is essential. The problem is that too many companies forget what's implied -- and required -- by a "relationship." Relationships are reciprocal. That seems obvious, but evidently, it's 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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Reader Comments
Mohammed Mamoun on 4/30/2007 4:24:13 AM

Gallup should think global rather than local (not everyone outside USA know about Dr. Phil or watch it). Also the Engagement mountain (climbing mountains maybe a great sport in USA but not all countries have mountains so they may miss the meaning of such phrases as base camp and other related)
What Gallup is preching is great and I am convinced 100% about it but I need gallup to think of global examples to clarify the meaning rather than local.

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