What is a brand?
There are loads of different definitions out there, but the one I like best is:
“A brand is a collection of perceptions in the mind of the consumer”.
So, what shapes consumer perceptions?
A load of stuff will shape their perceptions but a key driver of it will be their experiences of a brand. It is each and every brand experience that shapes what the brand is in the mind of consumer.
I think the process of managing how we deliver winning brand experience is the next BIG thing.
As the world wakes up to a really challenging 2009, it will be the businesses that work out how to consistently deliver great brand experiences to the consumer that will survive, and maybe even thrive.
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Promise - Deliver - Delight - at all stages of the Path to Advocacy
About Me
- Andrew Weir
- Andrew Weir is a director at ZenithOptimedia Worldwide. This is my personal blog where I share personal views, observations, ideas and opinions.
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Brand Experience
To win with the consumer brand organisations need to rethink how they do business.
It is not just about important stuff like designing great advertising, having an elegant in-store presence, a helpful customer service or clever social marketing strategy. It’s about building an organisation that is capable of delivering winning brand experiences at every stage of the consumer journey. ....that I call the Path to Advocacy
To do this they need to break down silos between marketing, sales, product design, customer service, ecommerce, etc, and get them to focus on delivering joined-up and magical brand experiences that delight the consumer; to move them from buyers, to loyals, and ultimately advocates.
The aim of this blog is to comment on [based on what I see, hear or read] how well or not brands are delivering brand experiences from the perspective of the consumer and/or the brand operation - using the Brand PDD™ framework.
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