(Not the David Aaker book) In marketing I believe leadership includes taking care of the little things. Two things I've noticed lately that tend to make a company lose credibility in the customer's eyes:
* Outdated website content
* Posters for an event still up after the date
And it struck me that, although there are companies out there putting posters up, there are none that specialise in taking them down after the event. Which would show that the company in question is onto it, environmentally friendly (somehow) and considerate of the public good. An interesting challenge for outdoor ad companies.
As for website updating, that's a service I tried (half-heartedly) to offer through SimonYoungWriters, but it's a very hard value proposition. Still very important, but who's going to pay money to do something that should be done inhouse?
Trouble is, when people start up a website, they don't allocate resources for the ongoing maintenance of the site. For larger organisations this is shockingly negligent. It's 10 years this year since the Web became mainstream. There's enough experience and knowledge out there to get some sort of idea what resources you should commit to running a website, not just putting one up. Ah well, perhaps I'm just ahead of my time.