First Direct, Bake Off, Carlsberg: 5 things that mattered this week and why

First Direct repositions
First Direct has built its brand on a strong customer service reputation and regularly tops lists of the best. So its admission that this is no longer a differentiator for brands in the age of Amazon is something of a shock.
According to marketing boss Zoe Burns-Shore, the problem is that having great customer service is not something potential customers can see the benefits of. And so while it’s a great customer retention tool it doesn’t work nearly as well