Alltop.com

Matthew May, someone who literally wrote the book about Toyota, has crafted an analysis of the intangible art of trust and what this means to Toyota. My favorite paragraph is:

“Intangible value gets to the heart of what motivates customer behavior. If you can positively answer the tougher questions of what tangibles like quality, cost, and speed actually do for the consumer—how speed improves life or what quality really buys in the mind of the customer—you transcend the mere economic transaction, because the emotional bonds that result are much stronger than the dollar exchange.”

Full story at the American Express Open Forum.

Much more on marketing.