Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships

Fundamental Marketing Truth #6

Written on November 27, 2012 – 9:01 am | by Steve Yastrow |

Our series on the Fundamental Truths of Marketing now takes us to #6, “Complementary is More Important Than Consistent.”

Consistency is nice, but it’s not enough to create compelling brand impressions in the minds of your customers.  Think more about how the interactions with customers complement each other, creating a rich sense of Brand Harmony.

To read the other articles in this series:

The overview of the Fundamental Truths of Marketing

Fundamental Marketing Truths 1 & 2

Fundamental Marketing Truths 3, 4 & 5

Stay tuned for Fundamental Truth #7, which will be published on December 11.

 

 

 

 

 

 

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    In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.

    Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."

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