Quality relationships are built on mutual understanding.

As customers begin to identify with the values and benefits of a brand, a relationship is formed which promises a mutually rewarding future. Customers can be assured of products or services that most suit their requirements and, importantly, that they feel aligned with.

Opportunities for brands to cultivate these valuable relationships take the form of brand touchpoints. Whether in the pre-purchase, purchase or post-purchase of a cycle, rich communications that inform and delight customers is an investment in relationship-building and customer acquisition. Trust earned over time builds customer loyalty and leads to buyer preference.

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The Brandbase™ Scorecard is a concept and tool I have been using with brands of all sizes since 1995. Organizations have found it to be the single most important tool in setting strategic brand goals. 

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