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How to Ruin Your Reputation and Brand – Lessons from Turkish Airlines

How to Ruin Your Reputation and Brand – Lessons from Turkish Airlines

A company’s reputation is one of those ‘off balance sheet’ items that can make or break it – something that a company like Turkish Airlines really ought to be aware of, especially as the airline markets itself as one of the best in the world. As Warren Buffet said,...
4 is the New 2 – How Becoming a B4B, or B4C, Business Will Boost Your Company

4 is the New 2 – How Becoming a B4B, or B4C, Business Will Boost Your Company

We’re all familiar with the terms B2B (Business to Business) and B2C (Business to Consumer) to describe a company’s market focus. But what about B4B and B4C? Quite simply, it’s about shifting the company focus from one of selling to your customer, to working for your...
“Businesses often forget about their current customers [audience] – the people who are already listening, buying, and engaging.” – Paul Jarvis

“Businesses often forget about their current customers [audience] – the people who are already listening, buying, and engaging.” – Paul Jarvis

Have you ever felt, as an existing customer of a business, that you’re less important to that business than a brand-new customer? It’s certainly happened to me… Often, I see businesses focusing all their efforts on chasing new customers – big marketing drives in that...