Friday, 30 December 2011

Apple, Disney and Google are top experience brands

I borrowed the idea for this chart from the recently published Best Brand experiences study (Jack Morton).

It highlights the different types of brand experiences that can influence a consumer.

It matches fairly closely the experiences I write about on the path to advocacy:

Notice - discovery experience
Choose - digital experience
Buy - shopping experience
Use - product  experience
Loyal - customer experience
Fan - community experience

The key point is that brand organisations need to consider the experiences they are delivering at all touchpoints. They then have to ensure that they are consistent, differentiating and ideally delightful.

That is how brands win consumer loyalty and advocacy.

Check out the  study to see why the following brands appear in the top ten
  1. Apple
  2. Disney
  3. Google
  4. Microsoft
  5. Mercedes
  6. Coca-Cola
  7. Sony and IKEA
  8. BMW
  9. Amazon
  10. Louis Vuitton
Also check my previous posts showing which brands win in other similare studies: 
Beyond Philosophy: Most admired customer experience - Apple, Amazon and Zappos
Nunwood: Top 100 brand for customer experience (UK) - Amazon, John Lewis and Virgin

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