Brand Experience

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.