Most brand-presence strategies are based on the concept of quantity, not quality. The fear that a competitor might occupy the physical territory becomes the motivator, instead of a focus on inventive ways of making a real, lasting connection. To Dialogue Communication is telling. Dialogue is sharing. Take it and like it-hopefully.
Real dialogue implies a two-way street, a conversation with the consumer.
Progress in digital media is now allowing this evolution to take place, and finally will help foster a rewarding partnership between people and corporations. To Relationship Service is selling. Relationship is acknowledgment. Service involves a basic level of efficiency in a commercial exchange. It is what allows or prevents a sale from taking place.