I was on the phone with an erstwhile colleague this past week and something popped out of my mouth that actually had some value. (That happens from time to time and is, I think, what keeps me in this crazy business.)
“Mike,” I said, “the difference between strong brands and irrelevant ones is that the strong ones know how to finish. They’re able to close the loop with the customer.”
I wrote it down at the time, somewhat amused with myself. But I didn’t realize how many times I would refer back to that concept while in conversations with clients, vendors and new business prospects. (more…)
