One cannot always oblige it’s possible to, however, always speak obligingly…” states Sri Sathya Sai Baba, Indian spiritual master, that is a precise reason behind the complex role of corporate communication in modern corporations today.

The client, as the word goes, may be the king! A king he truly is he believes, that’s, up until the not-so-charitable mandarins of promoting tell him making him aware, rather shateringly for him, that he’s one one of many millions that believe that way, without really because way. However, exactly the same mandarins grudgingly acknowledge that the happy customer is really a brand’s success, while a delighted customer is really a brand’s ambassador. The crm paradigm – popularly abbreviated as CRM – is made precisely on these support beams. And also the customer enjoys a precarious position within this paradigm.

Within the concentrated CRM efforts a business frequently forgets the fundamental factor that’s the cornerstone from the concept… relationship! Traditional marketing theories usually have centered on attracting new clients, instead of retaining existing customers. In the last decade, because of intensified competition and greater number of products, it has progressively altered. The present flavor of promoting is ‘retain’ greater than ‘gain’. Because retention results in growth and growth results in fulfillment.

In marketing, today, the customer is treated less a king but just like a mischievous sprite. He’s accused – well, almost – of creating a brandname dance to his wishes and whims. While purists have a tendency to reason that brands need customers and the other way around, modernists counter it by stating that customers require a brand, any brand, as long as the company is his willing genie. This disproportionate balance shapes brand communication strategies. Positioning by itself is not a marketer’s tool but instead being an awkward proposition to seize the client’s fancy. Positioning isn’t brand or product or benefit or feature-centric any longer it’s customer-centric.

What’s then vital that you set up a relationship from a logo and its customer? To be able to develop a personal relationship, the brand’s personality needs to come through (Michael C Grey, 2006). It won’t be logo and customer, but merely ‘you’ and ‘I’… a cooperation is well-developed results in ‘we’, which might be a fulfilling condition for any logo and a person.

Social scientific study has always advised marketers that individuals prefer to use people, not institutions or brands. This means that corporate communication needs to be the hyperlink that can help to construct and keep a proper relationship between both stakeholders. Technically there might be several kinds of regular communication: newsletters, fax messages, voice broadcasts, blogs, sales letters, emails and much more.