“Focusing on a critical aspect in the relationship with consumers, Rob Waller and Judy Delin urge designers to create ‘cooperative’ communications – media that are relevant, clear, concise, thruthful, and informative. These attributes strengthen brand and build loyalty. Ignoring them causes confusion and doubt, weakening the connection with customers. Violating them – a ‘final straw’ experience – can end the customer relationship.” (Rob Waller)