Brands heavily invest in their marketing-communications campaigns, but the small things in the services or products they offer are often at least as important as fancy ads.
Last sunday I drove home from the seaside, and stopped at my favorite gas station. Wanted to clean the windscreen with the spunge provided there for that purpose. It was however pretty dirty, with the result that my windscreen ended up more dirty than at the start.
The customer only sees one brand, that is shaped through (expensive) advertising, but also through a dirty spunge on a sunday afternoon.
Read all about it in this week's column.