I wrote Brand Schizo because I am heavily invested in understanding – and deeply passionate about improving – how brands, and the businesses behind those brands, connect with consumers and employees online.
Mostly I am concerned that brands, under the ever-increasing pressure to differentiate in a world where it is virtually impossible to compete on product, price or geographical position, are making promises they just can’t keep. The gap between what they promise and what they deliver causes their customers and staff significant pain.
In this easy-to-read book I offer a definition for Brand Schizophrenia, tools to diagnose Brand Schizophrenia and suggestions for a cure.
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