Speaking of Brand Safety

Since 1998, Lisa Horn, CAS, (a.k.a. The Publicity Gal) has been reporting on the issues that matter most to the promotional products industry. Currently, she writes about brand safety and responsible sourcing on behalf of Quality Certification Alliance (QCA). Reach her at lisa@lisakhorn.com.

To justify taking the easy way out and not having the harder, more educational conversations with their customers, both suppliers and distributors tell themselves all kinds of lies: “My customers aren’t asking for it,” “My competitors aren’t doing it,” “It’s too expensive” and “No one has been caught.” What they may not realize is that these lies are costing them business...

What do promo buyers want? Like really want? That’s the $64,000 question. Since there’s no magic potion to drink so we can hear what others are thinking (that’s only on the silver screen, thankfully), we not only have to listen to what customers are saying, but we also must interpret their often unvocalized expectations. Case…

More Blogs