Nickle and diming consumers
Marketing
Today's New York Times has a great article "shrouding", the numerous options and fees that are being used to pad profits of everything from restraurants to computer printers. This sounds like just good business right?
It sounds that way until you start thinking about what it says about the corporate brand. Today, nearly three quarters of the senior executives Blackfriars survey believe marketing is the public face of corporate strategy. So what public face do consumers see when they have lots of additional charges and fees added to their bills? Terms like "sneaky", "tricky", and "rip-off" come to mind. Are those the attributes that you want associated with your company and brand?
Today's New York Times has a great article "shrouding", the numerous options and fees that are being used to pad profits of everything from restraurants to computer printers. This sounds like just good business right?
It sounds that way until you start thinking about what it says about the corporate brand. Today, nearly three quarters of the senior executives Blackfriars survey believe marketing is the public face of corporate strategy. So what public face do consumers see when they have lots of additional charges and fees added to their bills? Terms like "sneaky", "tricky", and "rip-off" come to mind. Are those the attributes that you want associated with your company and brand?
posted by Carl Howe at
9:26 AM
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