The Forgotten Folks Who Can Kill (or Help) Your Brand
By Tema Frank CEO, Frank Reactions | March 27, 2016
In 1998, four years after I had written my first book, my family moved to Paris for a year. (One of the fringe benefits of being a writer is that you can work from anywhere.) This was in the Internet's infancy, before it was easy to keep the same email address if you moved to a new city, let alone country.
I don't know how they tracked me down, but one day I got an email from Amazon.com. They said they hoped I was the Tema Frank who had written Canada's Best Employers for Women (probably a safe bet - I've never met another Tema, let alone one with the same last name). They had a customer who wanted to buy a copy of my book, and it appeared to be out of print. They had been trying to find me (or a copy of the book) for weeks. Did I, by chance, have any remaining copies?
I was blown away. It amazed me that they had put in so much effort to find me for the sake of one customer requesting an out-of-print book. I was so impressed by their concern for the customer that I shipped it right away by courier from France to the United States, which meant I actually lost money on the sale.
As Amazon's supplier of this book, I went out of my way to help the company delight it's customer, even at my own expense, because I appreciated the respect with which they treated both their customers and their suppliers.
The advantage of a strong brand like Amazon is that people associate the brand with good things. The disadvantage is that when things go wrong, it will hurt the brand, even if it is not something they can control. That's why these five categories of "outsiders", and how you interact with them can directly affect your success:
Investors and lenders
Influencers, including journalists, bloggers, friends and colleagues of your
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