A gap has always existed between companies and customers. Top management formulates a brand promise, and through messaging, packaging, sales, product/service delivery and other means, it works to fulfill that promise.
But as author Michael Hinshaw points out in his book Smart Customers, Stupid Companies and in a recent blog post, that gap is no longer tenable. In fact, leaving it open can lead to a weakened and even failed competitive position. In other words, with apologies to....