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Understanding, and responding to, how people feel about your brand is critical for earned media to work well. Thus the marketing and customer service teams are going to have to get closer and closer. It's going to be increasingly important to find out where the brand isn't living up to its marketing and fix the issue. Gaps between promise and delivery chip away at the positive impact of earned media faster than anything else.
Toggle Commented Sep 20, 2010 on how brands talk at Tom Fishburne: Marketoonist
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Sep 20, 2010