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Joining People & Brands
Author(s) -
Eckersley Michael
Publication year - 2004
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2004.tb00173.x
Subject(s) - honor , pride , loyalty , advertising , focus (optics) , marketing , business , engineering , political science , computer science , internet privacy , law , physics , optics
As the focus of relationships that customers honor with pride and loyalty, strong brands don't just happen; they are designed and nurtured. In this endeavor, it is crucial that companies know their customers intimately. To get beyond the superficial, Michael Eckersley proposes—and Bill O'Connor illustrates—a “deep dive” research methodology that unveils the kind of thorough understanding essential to building powerful brands .