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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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30. Truth #11: Change the Reward System

Building a strong internal brand-led culture is not just about doing the right things in the right way. It is also about rewarding the right things done in the right way. If employees are rewarded for volume, or repeat purchase, or upselling for more revenues, they will focus on pushing to achieve these rewards. The customer experience may then be filled with moments of “pressure” to purchase something additional. Do you really need that extra undercoating on your car? When you go to an airport kiosk, there is a page for purchase of extra miles. Do you really need these extra miles? Do you really need that extended warranty on the router you are buying? People manage what management measures and rewards. ...

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