Brand Image

Corporate Reputation
Corporate Publication

Corporate Reputation: The key questions answered

How to unlock the value of reputation for businesses.
Mind the Promise Experience Gap
Customer Experience Publication

Mind the gap: Why what a brand promises and what it delivers matter

What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
Brand Growth: More People, More Often or Both?
Brand Image Publication

Brand Growth: More People, More Often or Both?

The contribution of existing customers to brand growth.
The Map to Brand Growth
Brands Publication

The Map to Brand Growth

Whether it’s the I'm Lovin' It jingle or the Golden Arches that make you think of McDonald's they are both examples of salience, and salience sells.