Manufacturing

All brands want to achieve the instant recognition of Coca-Cola, Starbucks or Gillette as customers respond instantly to these brands, reliving everything that is special about them.But a brand is more than a recognizable logo or specially designed symbol. Its a mirror of how customers perceive a company, and those perceptions reflect the value customers place on the products or services that company provides.

Big data combined with current analytical capabilities puts us in control of backhoes relative to the shovels we dug with not long ago. The power we could and should have through these tools is great, but in many cases we fail to grasp the tools that are readily available to us.