"If you're not taking time to get a check up on your voice as often as you get your paycheck, you run the risk of not having either."
- John Hayes, Chief Marketing Officer at American Express (AXP), passes on this advice in a new Postcards Guest Post. Hayes' message is that to keep a brand relevant, marketers must listen to consumers' ongoing conversation and adjust the "voice" of the brand accordingly.
Growing up, my father often used the age-old adage, "Why do you think God gave you two ears and one mouth? Because you've got to do a lot more listening than you do talking."
In marketing, the trick is to make sure you are constantly listening outside of your own four walls to get a true customer perspective. I'm really conscious of this. Every two weeks I work with a few MOREPatricia Sellers - Aug 13, 2008 3:03 PM ET
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