Nothing jumps out at a customer more than when a company’s product or service delivery is out of step with its marketing message. And often the company involved is the least aware of this lack of alignment. Brand advocate and founder of Brandology, Michel Hogan talks to Fiona Boyd about why it’s critical to both know exactly what a company’s ’real’ core values are and how to bring the company’s brand into alignment with them. Sometimes getting this right leads to marvellous marketing opportunities that were originally overlooked.
Check out Michel Hogan’s weekly blog at Smart Company. Michel Hogan’s company Brandology works with companies and institutions on aligning their brand more authentically with what they do.
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