10 October 2002

Why There's a Crisis of Confidence

Companies are ignoring the emotional cornerstones of the investor relationship

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"
Another day, another triple-digit loss for the stock market. Investors are sending a message, one companies and stock analysts had better not miss. Gallup's research into customer relationships shows that connections between a company and its customers are, at their core, emotional -- and repairing damaged relationships will make the difference between success or failure in the emotional economy.
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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