Devotees of the hit US TV series ‘Mad Men’ will have heard passing references to the legendary US advertising agency Doyle Dane Bernbach. In 1999, 17 years after his death, its founder, Bill Bernbach was nominated by Advertising Age as the most influential adman of the 20th century. Bernbach’s legacy was a new way of talking to customers. His view that advertising should use colloquial language and persuasion was as disruptive in its time as social media is today. He understood the importance of engaging with customers on their terms and driving action out of insight:
“We are so busy measuring public opinion that we forget we can mould it. We are so busy listening to statistics that we forget we can create them.”
A timely reminder to anyone in the field of customer feedback that their role is not just to record, analyse and interpret data; it is to use the insight they glean to influence, guide and direct the way in which the brand they work for interacts with its customers, encouraging their loyalty and advocacy.
In this white paper we explore concepts developed initially by advertising agencies but which are equally applicable to today’s world where customer experience has, in some instances, taken over from marketing as a key strategy for brands.
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