October 2019 | Future of Field Service
Customer Experience

What is Your Service Brand?

In their book about navigating the collapse of the US Auto Industry, Branding Iron, Charlie Hughes and William Jeanes describe a brand as “A promise, wrapped in an experience.” That’s always stuck with me, and it’s been a lens by which I’ve viewed brand ever since I read those words. A brand, at its best, is clear, simple, and focused, based on a balance of outward messaging from the organization, and inward perception from the…