In Brief

Should it be mandatory for every senior executive in a company to experience their brand from the same perspective that the "people" do? The CEO of Bulldog Drummond weighs in.

The challenging economy has forced everyone to look at cutting unnecessary costs. From airlines charging for every bag, to restaurants not serving bread or table water unless asked, small cuts can have a deep-lasting effect. It’s easy for senior executives to lose touch with what’s important (or frustrating) to their consumers, especially when it comes to the small and important details that really affect customer perception of brand experience and value.

Get out of your office and into the real world

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