The Engaging Brand

An interview with Jim Champy, one of the leading modern management and business thinkers. Also worth checking out a previous podcast interview I did with Jim on How to Gain Competitive Advantage. We talk about concepts in his new business book Inspire!

• Why Jim feels it is great news for business that the web has given control to customers.
• How successful business models are often a case of back to the future
• How old fashioned values are returning
• 3 concepts: customer collaboration, big risk and 'cheap luxury'
• How creating an emotional connection is often based on 'old values' such as simplicity
• How brand premium can be created through removing complexity.
• The need for fearlessness and seeing business risk as an everyday part of business
• If risk is critical how will the financial meltdown affect small business
• How lay offs encourage entrepreneurship
• Create a crusade to engage customers - a marketing campaign is not enough.
• The need for truthful marketing

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