Achieving Business Excellence with John Spence

The Importance of Brand Congruence

I recently attended the national sales meeting of a high-end boat manufacturer that our firm represents and was delighted to listen as one of their top dealers gave an impassioned speech on the critical need for “congruence” when dealing with their customers. I could not have agreed with him more, and was motivated to take a few minutes to write out my thoughts on what this idea really means in the marketplace and why it is absolutely essential to building a successful company.

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