This is a very interesting Slideshare presentation from Jack Morton.
It echoes a lot of the stuff I talk about.
Here are some extracts from it and links to my previous postings:
"Experience brands understand that the consumer experience has to carry through to the experience of actually using the product or service" [Never in the history of brands..]
"Experience brands do things that get people talking about them" [Delight consumers to build advocacy]
The message is simple
To win in the 21st century brand marketers need to think very seriously about how to build an organisation that delivers and delights consumers.
A good place to start would be to gather all key stakeholders
...map out the Path to Advocacy
...do gap analysis
...work-out how you are going to delight consumers so they buy again and may be tell their friends.
This is an effective way to build a competitive advantage and sustainable long-term growth