The Argument The Rebellion The Lead

Be attentive! The fellow employee advised his colleagues that was dejected as a result of the argument birthed by a rebellion customer. He sighted numerous brands on how they led their customers in polarizing them through the behavior of their employees, and in the innovative products that was beyond the customers thought.


When Adidas started to lose share to Nike, it wanted to reposition itself as an "innovative brand" and to achieving this goal. It initiated projects like "future craft" which allows customers to tailor its product with 3D printed soles. Before Adidas could take the changes to market, the company educated its 55,000 employees through an internal programme focused on their repositioning.

High street fast-fashion brand Zara engages its employees by encouraging them to keep their finger on the pulse of fashion trends. The company trains store employees and managers to be sensitive to customers trends, in the way they handle product enquiries and behave on shop floors. Zara empowers and encourages its retail employees to harvest customers insight into cuts, fabrics, styles or lines.

Employees feed their insights back to staff at Zara headquarters who decide whether to progress and commercialize their suggestion. This were the two examples that was pointed from Darren Coleman's book "Building Brand Experience".

Tony Farnendes, Founder and Group Chief Executive Officer, Air Asia said "Employees come number one, customers come number two. If you have a happy workforce, they will look after your customers anyway".

An argument results from a prior behavior of the employees because they were placed on the least priority, and it erupted a concrete argument that always result to a chaos. They do not mind how their character is exhibited, because we do not inculcate the ownership mentality into them.

The argument births a rebellion. Customers who often thinks they are right alongside with the employees, so in the display of an ego a rebellion is birthed and this throws the brand into a pandemonium. Nobody bears the brunt except its service, and soon the productivity starts declining.

Apple's first priority is to lead their customers into a better and happier world. This also points to Hubspot at their polarization of customers into introducing "an inbound marketing", which they were fully aware that the majority of their customers was involved in telemarketing.

They could do all, because their employees was held in high esteem. They inculcated the ownership mentality into their employees, and were all out to meet the employees priority first, because they are the sole representer of your product or service. So how you invest in them determines their feedback to the community of your customers.

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