By Ed Percival, Shirlaws Business Coach
Your showroom is brand.
How you show up to a client is brand.
When Nespresso built their user community (very successfully) they got to a place where they believed they would derive value from having a brand ambassador and they asked the community. Who could best represent Nespresso?
George Clooney came back the cry.
Now Waitrose, middle England's favourite supermarket had Delia Smith and Heston Blumenthal as ambassadors. Increased sales of premium products identified by these two followed.
Now Delia is replaced by Pippa Middleton, famous for her sister and her derriere. Her contributions to the magazine – and thus the brand - are met with derision.
Take Stages test: burst through your brick walls
There are 14 key stages that each business needs to go through to get to advanced, sustainable growth - including two brick walls which many companies never break through.
Find out where you are in the lifecycle - and what to do next. Complete stages and download your 15-page action plan.