Branding
When it comes to building and maintaining a strong and distinguishing brand the marketing terrain has never been more challenging. Perhaps, the challenge is even more frightening for service brands. In part this reflects the supremacy of today’s better-connected, highly empowered consumer to use digital word of mouth to spread the news about a bad experience with a service business, in an instant.
But the steeper climb for service brands also results from a distinctive and fascinating set of characteristics and challenges that they share: