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October 11, 2010


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Very good comment Ravit, I really think this is a problem that happens with lots of leading brands in the last years, brands with a high presence in the market like Benetton, Avis, some newspapers, etc...that continues saying they care about the client but they don´t really know how to manage expectations and only take care about the new product lines they want to launch, the targets they want to reach...


there is a disconnect between the executive management team and who the buyers/customers are today. the old way of customer experience, and customer communication doesn't work in this new world. Fundamentally executives don't get this new way of marketing and departments are not geared to take this new way on.

Ravit Lichtenberg

@ Ignacio- Thanks! I agree--we're seeing the disconnect between what brands *think* they do and what they do in practice. It will be interesting to see how social media channels and customers' ability to connect with brands more closely will impact change.

@Ursula- Good point! Brings about the need to become more of a "Social Organization" and adjust the corporate structure to meet today's changing ways people expect to interact with brands.


all I know is, I couldn't have cared less about the Gap before. I wasn't following them on Twitter or Facebook before the logo fiasco, and I am now. Well done, Gap.


Does being the label representing Iconic American style stick today? Obviously not, if you're whole identity is based on that and you visibly ignore its meaning while logo designing.
The disconnect is with identity, and not with customers.


i like to read your posts. thanks for this one.

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