case study

Are You Making the Single Worst Brand-Building Mistake a Company Can Make?

At the foundation of a compelling brand is empathy—putting yourself in the customer's shoes. You have to truly get to know the humans you're seeking to connect with. When you don't, you'll not only fail to persuade them to buy and build a loyal relationship over time, you may put out a tone-deaf message—like Chase did—that blatantly alienates them...