Crack The Customer Code

Customer perception is a difficult thing to understand, and even harder to change. Do customers see themselves in your brand image? Lessons on Changing Customer Perception Are your real customers properly represented in your marketing? What if 13% of your qualified customers never noticed your brand simply because they can't identify with how you present who your customers are? Customers will buy from those who create an emotional connection, and one of the first steps is making sure they see themselves reflected in the marketing materials you present them. Katie Driscoll's organization, Changing the Face of Beauty, has combated the idea that people only want to see "traditionally" beautiful people in advertising. She has had a tremendous impact on the way some major brands represent their customers, particularly those with disabilities. A viable segment of just about any market, children with disabilities are a prime example of a group that tends to be grossly under-represented. Katie shares how inclusi