Sunday, 22 August 2010
Untangling brands and experiences
I came across this fabulous 9 minute video on Jay Steele's blog.
It is really helpful for anyone, like me, who is interested in working out how brand organisations should go about building an operation that consistently delivers it's consumers with winning brand experiences.
This video goes some way to help untangle different aspects of brand experience stuff like: brand promise, brand messaging, customer experience, advertising, role of employees, etc.
Why is brand experience important? Because when they get it right it ultimately drives loyalty, advocacy and therefore long-term sustainable profitably.
If that interests you (which it should!) it is worth investing a little time looking at the video.
Then have a look at my Path to Advocacy model and think about how you should be focusing effort not just on traditional marketing but on delivering experience on every touchpoint that delight consumers