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Business to Consumer (B2C)

Business to Consumer (B2C)

Why Consumer Brands Are Increasingly Personal

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Why Consumer Brands Are Increasingly Personal

This is the year of wearables it seems. Morgan Stanley are predicting shipments will top 70 million this year and grow to 248 million by 2017. But the thought that wearables themselves will feature in consumer and business spending across areas ranging from fashion and fitness, healthcare and insurance also points to escalation of another trend.

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Business to Consumer (B2C)

Steve Jobs: His Unique Customer Experience Strategy

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Steve Jobs Apple Brand Strategy Customer Experience

Should we follow Steve Jobs’ example when it comes to the customer experience?

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Business to Consumer (B2C)

Unanswered Complaints Threaten Brands

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In June 1996, Jeremy Cooperstock flew United Airlines from Toronto to Tokyo. He had such a bad experience that he decided to write a complaint letter to United. A month passed and he received no reply, so he penned another complaint letter. Finally, in late-August, he received a form letter that did not address any of his complaints.

Angered by this treatment and bolstered by messages from colleagues who had also experienced poor service with United, Cooperstock took action.

In September he set up a 'Poor Show' web page on the University of Toronto site.

The site described poor service and lack of customer orientation at United and encouraged other disgruntled passengers to share their experiences.

The page grew in popularity and finally United acted. In March 1997, United threatened the University of Toronto with legal action if the page remained on its server. Cooperstock withdrew the page, but set up his own site, untied.com. The page still exists and has attracted thousands of visitors. It provides hundreds of stories claiming United's incompetence and represents an independent, and therefore damning, indictment of the service levels at the troubled airline.

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Business to Consumer (B2C)

Marketers vs Consumer Expectations

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Marketers vs Consumer Expectations

As a consumer I love Pret A Manger. Yesterday, however, I was unimpressed with its sushi, despite the fact it has been my favorite lunch choice for the past few years. Has Pret dropped its guard? Is it poised for a descent into bankruptcy?

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Business to Consumer (B2C)

The Importance Of Point Of Purchase

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Retail Brand Strategy Point Of Purchase

Over the past 20 years, retail brands have significantly increased their leverage over consumer product brands because (1) they increasingly control access to products and (2) the environment in which the products are sold and (3) they have point of sale data to which manufacturers are not always privy.

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