Michel Hogan is an independent brand counsel. She advises organisations on the risk to their purpose and values or making the wrong promises — with a robust, resilient brand as the result. You can find Michel at michelhogan.com, follow her on Twitter and LinkedIn. Her ebook, Between Making Money and World Peace, is now available.
Predictably, CrowdStrike’s share price fell off a cliff, but it is still higher than early-year lows. For now. But share prices rarely indicate anything other than investors’ confidence. There are certainly better markers to track how the brand is fairing.
When the core of the relationship is commercial, loyalty has limits. Because, despite the idea of give and take, the benefit favours the business, explains Michel Hogan.
