Portal de Periódicos da CAPES

Joining People & Brands

2004; Wiley; Volume: 15; Issue: 3 Linguagem: Inglês

10.1111/j.1948-7169.2004.tb00173.x

1948-7169

Michael Eckersley,

Leadership and Management in Organizations

As the focus of relationships that customers honor with pride and loyalty, strong brands don't just happen; they are designed and nurtured. In this endeavor, it is crucial that companies know their customers intimately. To get beyond the superficial, Michael Eckersley proposes—and Bill O'Connor illustrates—a “deep dive” research methodology that unveils the kind of thorough understanding essential to building powerful brands .