you cannot control your brand
A company, like an individual, can only control its intention, its action, and its reaction.
If you think about it, intention, action and reaction is only about 1/4 of a brand’s value. The customer controls the remaining 3/4 of the brand’s value based on their perceptions of how the company delivers, whether it be product quality, service and fit with the customer’s needs, values and expectations.
Company’s influence their brand value through interactions. Customer’s control brand value.
If you got up this morning believing your company is in control of its brand, your year is already off to a rocky start.
The good news is it’s only January 3. You still have a few days to make changes.
Will you make them?