evangelists

Silicon Valley Watcher: Early next week IBM will introduce the largest ever corporate blogging initiative in a bid to encourage any of its 130,000 staff to become online evangelists for the company.

When you say the word "branding", most people think USP (unique selling proposition). However a USP is far from the equivalent of a brand as we're about to find out. What is branding? Is it just for "big boys"? And how the heck do you create one, anyway?

When we talk about customer loyalty, it usually means the customer being loyal to the company. That should be a great result to aim for, but it isn't the beginning of the story. Real customer loyalty comes from you being loyal to your customers.