Gut feelings are driven by brand experiences

I really love how Marty Neumeir’s (The Brand Gap) defines of a brand:

“A brand is not a logo, identity or product…a brand is a person’s gut feeling about a product, service or organisation.

(.. a person because brands are defined by individuals not companies.....gut feeling because people are emotional, intuitive being..”)

Marty goes on to say:

“In other words it is not what you say it is...it is what they say it is.”

I have said before (see link), I think actual brand experience is the key. Brand experience drive perceptions; which will shape what consumers do and say (about a brand).

The power of the consumer is increasing. It is therefore vital to get brand strategy right.

Why is it that brands so often get it wrong?