Vincent Marsland

Thanks for coming back for part 3 of my theory of the Well of Good Will. In case you missed them, part 1 can be found here, and part 2 here. For the third and final part of the theory we will be exploring a few (there are certainly others) of the key areas/ways in which a brand can increase the amount of good will they have stored in the well. We will be looking into the importance of a brand being consistent in their messaging and choosing their topics well. We will also

For more details on the overarching theory at play in this piece, please see part 1 which I posted earlier in the week. This blog will be focused on the practical application of the theory as described in part 1 and will provide a framework for measuring customer perception. Meanwhile, part 3 will be focused upon key areas for adding good will to the well. Measuring Industry Perception The first step is to identify how your industry as a whole is perceived by consumers? Is

Why do Some Businesses Succeed Inspite of Their Response to a Debacle Where Others Fail? In September of 2015 allegations came to light against Volkswagen that they were using software specifically installed to cheat emissions tests done by agencies such as the EPA. A staple of automotive engineering and “the people’s car” of Germany has since faced massive fines, penalties and no shortage of bad press. This led to a massive fall in share price of ~30% in 2015 and €23 billi