David Howgego

What kind of experience would you want to offer a customer who’s confused or worried? In all likelihood, you would want to be understanding and attentive to their needs. The experience would feel all about them — i.e., tailored to their specific situation and previous experiences. Such treatment would smooth

What kind of experience would you want to offer a customer who’s confused or worried? In all likelihood, you would want to be understanding and attentive to their needs. The experience would feel all about them — i.e., tailored to their specific situation and previous experiences. Such treatment would smooth

It’s no secret that there’s a lot of value to be had in building a high-cachet brand. People desire your products; they want to be associated with you. But not all of the effects are positive. Chief among the unintended side effects: a prestigious brand can actually mask problems in

It’s no secret that there’s a lot of value to be had in building a high-cachet brand. People desire your products; they want to be associated with you. But not all of the effects are positive. Chief among the unintended side effects: a prestigious brand can actually mask problems in