It is how brands make consumers feel that is really important

I love this quote:

"People will forget what you said, people will forget what you did, but people will not forget how you made them feel." Maya Angelou

For me, brand organisations should care most about how consumers feel about their brand. To do that the have to do something special. It takes planning and alignment of the whole organisation around all consumer touchpoints.

It not just about glossy TV ads. It not just about having a clever social media activity. It not just about a slick service department. It is about all these touchpoints working together and making consumers feel really good about every interaction with the brand.

Brands need to deliver experiences that WOW. 

Check out Zappos, who do this really well. Alternatively check out this presentation.