Marchand--Good News / Bad News

Doing this entails a sustained process of customer research—reading their trade publications, listening to them in focus group settings, meeting with them one-on-one—and incorporating what is learned in your communications. This is an ongoing process; it never ends.

The good news, then, is that the communications piece of our craft has gained respectability. The bad news: Without good market intelligence, the communications may be ineffective and sometimes even damaging.