How Management Decisions Can Damage a Brand

“Brands can suffer when changes are made to products, services, pricing, or distribution channels. Cost-saving decisions that make sense on a spreadsheet can prove disastrous if they violate the customer’s perception of the brand promise. Many companies who have moved customer service offshore have experienced pronounced declines in their ability to deliver acceptable levels of customer service. Similarly, substituting inexpensive components and reducing service levels can break the brand promise.” - Habit. The 95% of Behavior Marketers Ignore by Neale Martin