Focus on the customer to end ‘betrayal’

The sense of brand ‘betrayal’ is high at the moment ( and people will only start trusting brands when their post-sale experience starts matching the pre-sale wooing. How about insurance companies getting out from behind their Ts and Cs and communicating honestly, and luxury brands making their whole brand communication experience as good as their ads?

None of this is hard. Nor is it expensive. It simply needs a change of perspective. We need to realise that the way we communicate with customers is even more important than how we communicate with prospects. Because even when we’re out of recession, people won’t have forgotten how we treated them when they bought from us.

Mark McArthur-Christie, Managing director, Freeman Christie


Branded TV needs a major burst of creativity

Marketing Week

I agree that companies are turning to own-branded TV channels to increase brand engagement and drive purchases (MW January 19). This is due to the demand for online content. Findings from Ofcom and YouGov show there are over 785 million visits to online video websites every month. In fact, 27% of internet users access TV […]

Web comment: The real McQueen?

Marketing Week

Mark Ritson’s column on the power of Steve McQueen to endorse brands and the lack of ‘authentic’ current brand ambassadors prompted online debate. Read Ritson’s column at and see comment extracts below. One sector that does endorsement well is charities. On the whole, celebrity patrons of charities tend to genuinely care about the cause […]

Linking brand personality with consumer characters

Marketing Week

Lucy Handley’s feature ‘Six codes that reveal a brand’s real personality’( throws up some interesting questions about who is really in control of shaping the personality of a brand. Just like the perception of a person, it is subjective and gaps can emerge between the intention of the marketer and the intended consumer. As all […]


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