04 March 2002

Outsourcing the Brand

How to create consistency in customer contact

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"
Apple Computer's new marketing approach -- replacing product sales through Circuit City and other retailers with the Web and its own retail outlets -- seems puzzling. Why would Apple abandon one marketing strategy for another with less reach? Can a "less is more" approach really work?
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
Married to the Brand: Why Consumers Bond With Some Brands for Life
In Search of the "Hero" Product
The Challenge of Managing Multiple Locations
The Constant Customer
The Power of the Fifth P

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.

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