The little things make the biggest difference–small tokens and handwritten notes touch the heart as much or more than the big, splashy gesture. People don’t expect everything to be perfect and extraordinary, but they love personalized attention that shows you care. The same is true of communication. It’s the quality of content that matters–not its size.
Social and mobile communications are a case in point.
Global brands, particularly in emerging markets, face five challenges as they develop their social and mobile strategies. I call them “The 5 Insults” because most CMOs seem offended that the brand must learn to retell its story to adapt to new consumers and emerging digital formats……..