Tech Ed: Avoiding the 'brand canyon'

Carbone says the Harley Davidson community is one that any brand manager would die for. But he says to create such a community, companies have to understand the role of the subconscious mind.
Carbone says companies have to move from "best practice" to "next practice". He quoted management guru Peter Drucker, who wrote that companies exist to create value and profit is their reward. He says this has become corrupted. Many companies believe they exist for profit and the means to this is extracting it from the customer.
He says when people talk about customer relationship management, they are mainly talking about data management, not relationship management. He cited his own experience of Northwest Airlines and its rewards scheme.

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