Alex Bogusky, recently retired from CP+B, had everyone wondering what his next step was. He's brilliant...he can't be finished! Well, Bogusky has recently come out of hiding and stepped into his next role...consumer advocate. This is the man behind the Domino's and Burger King brands, hawkers of massive pizzas and burgers. However, he has since changed his tune, saying:
"Our expectations as consumers, in what we deserve for the dollar we hand over, are way too low. All our dollars — both tax dollars and consumption dollars — should never go to waste. But today, our consumption dollars often blindly pay for products and services that appear to be cheap, but come with hidden costs." (source)
Bogusky's new endeavor is FearLess, a group consultancy and design shop he has begun with several other colleagues. The group's statement puts prime responsibility on the corporation, rather than the consumer, but recognizes that advocating for your customer can have great results for your business. After all, when your customer feels like you are fighting for them, you earn their trust.
"Smart companies are realizing that being an advocate for your customer in your category is good for the brand and good for business. And the companies that are founded on this idea and/or are transforming themselves are also enjoying great business results. We help big companies and titans of industry uncover the consumer advocate hiding inside the layers of corporate BS. In fact, there is nothing we enjoy more." (source)
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