September's Issue of Next Steps

Customers or Evangelists?

Last month’s lead article was all about personal branding. This month the focus is on company branding and in particular what you can learn from the brand phenomena that is Apple. The firm that started with the Mac has managed to transform their customers into loyal fans, some would even say fanatical evangelists. Without a Steve Jobs (pictured) or with fewer resources than Apple, can other companies build that kind of loyalty?
An experiment that took place 40 years ago would suggest they can.

Read the full article

Also in September's edition of Next Steps:

• The Bad Boss Test
• Details of a new Management & Executive Coaching Diploma
• This month's book is 'The Invitation'  by Oriah Mountain Dreamer

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