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A Thousand Small Gestures

September 23rd, 2006 by Chief Nut

A quote from Disney’s CEO, Michael Eisner …

“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures”

Let’s start a list:

  • Are you smiling when you answer the phone?
  • If you say you’ll call back in 2 hours, which happens more often … a 90 minute callback or a 3 hour callback?
  • Do you use “www” in your URL like everbody else or are you “geek cool“?
  • Did you actually put thought into the difference between the fonts that you use in headlines vs. body text?
  • Do you reinforce your own brand by giving your employees computer wallpaper?
  • etc.

Keep going until your list contains a thousand (or ten thousand, or a hundred thousand) small gestures. When you get to the end, you’ll have a living, breathing (and powerful) entity …. your brand.

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