This article reinforces the importance of taking a customer driven in the high tech business. Too often we focus on features not the value delivered to a customer. Written in 1990, this article is still one of the most relevant on how to treat customers in a rapidly changing world. McKenna proposes six principles, which…
Tag: Branding
Purpose drives brand
Below is a link to an emerging story on the Boeing 737. Before profit, before before meeting delivery schedules–getting people home safely is the sole Boeing purpose and their painful brand promise. It drives the engineering, materials, testing, and of course certification teams–though it appears it did not drive everyone on the Boeing team. Eventually…
Braziller and Associates 