Welcome to the Razor Branding blog, dedicated to the promise behind the brand.
Here you’ll find tips, knowledge, opinions and insight, as seen through the eyes of The Russo Group – a strategic branding agency.
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Branding is about trust. A company has made a promise about their service or product. You as the consumer of said product or service expect to have that promise kept, every time.
Their brand is how you feel about them. You, the consumer, decides said brand based on whether your expectation has been met.
So, what happens when the CEO violates that trust. How can the consumer ever trust the
company again?
The Business Pundit has done a great job of illustrating the CEOs who have gone the farthest in destroying their customers trust. Do you think it can be repaired?
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