But something else was discovered. Employees wanted to make customers’ lives easier. The smart company let its employees fulfill their passion. Employees who can fulfill their passion at work are more likely to stay with the company.
Though your logo and design are important parts of your brand identification, your brand is far more than consistent creative treatment. Your brand is a commitment that you make to your customer. When successful, it’s how your customer identifies you cognitively and emotionally.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.