Arm wrestle or handshake? Too often, as a business grows the customer gets left behind. When a brand is understood to reflect the relationship between the buyer and the seller, then a thoughtful, fair, and fruitful exchange is much more likely to be the result, which makes for better business all-round, writes Gerard Tannam Even the occasional listener to national talk radio will hear stories of disappointed customers fighting with their service provider to fix broken promises and honour hollow guarantees. Read the rest
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