Brands are human, so why not act that way?

09/26/2013 | CNNMoney/Fortune

"Every brand is human," and marketing and communications work better when managers remember that fact, says author Chris Malone. That's doubly true when things go wrong. "Customers are incredibly forgiving in the short term, but they are well aware of whether a company cares more about short-term financial gain or longer-term loyalty," Malone says.

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