Branding Support
By “branding support” I am not suggesting that one apply a red-hot iron with rancher’s logo to the flesh of a technical support representative. However, having worked ranch when I was a kid, and having recently experienced tech support, the thought has a certain appeal. Your brand is created with every buyer interaction. Some interactions occur in advertising. Others occur between buyers and cut you out of the interaction loop. The rest occur whenever your buyers visits your company, be it your web site, your sales office, or your support department. The letter can destroy you. Not long ago, Dell was flagging. Part of this was a change in the market which they failed to anticipate and were also slow in responding. Yet a good part of their fall from prominence was due to ill-advised shifting of technical support (something that had been a glowing aspect of Dell’s brand) to … Continue reading →