Who wouldn't want a customer loyalty bump of 40%? What magical marketing promotion would deliver a result like that? The quick answer is, there isn't one, because if you are looking to marketing to deliver customer loyalty you are probably looking in the wrong place. The area that can deliver that amazing result is usually tucked away in a corner - it's called customer service.

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For the latest entry in the "what the hell are they thinking" brand files...

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Another brand survey hit the stands last week. Valuing Woolworths as Australia's most valuable brand on a Global 500 list led by Walmart, Google, Coca Cola and IBM.

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This is going to be a long one. Customer service guarantees and their use by companies as marketing with no real consequences is a pet brand peeve of mine.

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Are you a brand pirate?

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A recent lively discussion about what vision and mission are got me thinking - with all the rhetoric out there, perhaps we need an easier way to navigate the maze of literature and meaning that has cluttered up these terms.

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I am often critical of "best of" or "most valuable" brand reports and lists. My biggest complaint is the predominantly financial focus to the exclusion of other, often more defining, attributes.

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After hanging tough for months, Cadbury has finally capitulated to Kraft – or more to the point, was made to capitulate to Kraft by institutional investors more interested in the short-term payout Kraft’s offer promised than the long-term good of the company they held shares in.

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Brand is first and foremost about inspiring people. And sometimes we can use a bit of extra inspiration, so I thought I would share a list of my favourite 10 places to go to be inspired, entertained and occasionally horrified.

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If you are starting a new business, I think the key ingredient to success, more than funding, more than ideas, more than planning and strategy, is passion. If you don't have that you'll never get past the grind. And, even more importantly in the early days, your passion is pretty much what you have to rely on to engage and inspire the people around you.

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