So said Henry Ford.
Worse still is trying to build a reputation on something you're actually failing to do. (My favorite example: the ill-fated Rising campaign by United Airlines which coincided with a period of falling levels of service and customer satisfaction.)
The marketing challenge is to make sure the sequence of what you say and what you do is lined up with actions coming before words, sometimes well before if you have a lot of credibility catching up to do.
Sunday, September 30, 2007
"You can't build a reputation on what you're going to do"
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