Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/98/Mines-a-BMW-thats-me.html http://www.evancarmichael.com/Marketing/98/Mines-a-BMW-thats-me.html When it comes to cars and other products and services most of us have a pretty good idea of what particular brands stand for, and an accurate mental map of where they stand in relation to other brands. We don't have to think twice about the relative positions of a BMW and a Daewoo, or a Carlsberg and a Carling for example. http://www.evancarmichael.com/Marketing/98/The-softest-sell.html http://www.evancarmichael.com/Marketing/98/The-softest-sell.html “Don't talk to me about telephoning or writing to past customers,” exclaimed the MD. “The last time we did that we expected a load of add-ons and easy sales, but all we got was complaints. Our service engineers were run off their feet for months. It cost us a lot. It was a nightmare. Our database of past customers was a can of worms.”