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Defining your Brand; are you looking in the right place?

Having worked in the area of Brand for several years, I’ve seen how many different businesses choose to approach this most basic of strategic questions; what is our Brand, and

customer insight, customer happiness, customer satisfaction, customer feedback

What price Customer Happiness? The quantifiable cost of qualitative Customer Experience.

At first consideration, Customer Happiness can appear a purely qualitative idea with little place in quantitative business considerations. A ‘nice-to-have’ rather than a basic requirement; and certainly not something which