If consumer care is going to help grow brand sales it needs to be funded like a brand marketing activity. We are passionate about helping make that happen and are pleased to share another perspective on how you can better frame consumer care in brand terms. Check out our video on branding for a broad discussion of consumer care and marketing (scroll about halfway down the page for the recording).
One of the challenges we hear from many consumer affairs teams is the ongoing effort to engage constructively with their marketing teams. In many cases this starts as work to bring in the voice of the consumer and to get an ongoing 'seat at the table.' Ultimately, the objective could be for consumer affairs to be recognized as a brand building activity and invested in accordingly.