Brand organisation must ensure they deliver a joined-up brand experience

I have said before that brand organisations often operate in silos.

This issue is very real, as evidenced by ANA research last year that revealed that 59% of respondents think the existence of silos in a brand organisation is a most serious challenge in planning and executing integrated marketing.

 I read a useful one page excerpt of a book (written by David Aaker) aimed at CMOs that looks at how to solve the silo problem.

It has some very sound advice. [see article]

One point made is the need for: ‘clarity and linkage in silo-spanning brand strategy’

I want to build on that. 

If you are involved in planning and delivering brand strategy I suggest that you gather all other key stakeholders– marketing, sales, customer service, etc – and review whether your operation is delivering great brand experiences across every part of the business.  

In order to build a competitive advantage in these challenging time the objective of everyone in a business must be to ensure that a clear, consistent and joined-up brand experience is delivered throughout the path to advocacy. 

Delight consumers. Show you care. Make them talk about you.

Delight…this is what brands should be doing to their consumers - but sadly they often don’t.

This is the final D of the PDD model.

It can be the magical part.

Brands that genuinely delight their consumers tend to get rewarded by securing greater levels of consumer loyalty and advocacy.

It is simple.

They make a compelling promise and deliver it…then aim higher by finding surprising ways to delight their consumers. Brands that do delight are generally the ones that win (as evidenced by the Net Promoter work done by Fred Reichheld).

The challenge for all brands is to find ways to delight their consumers. To show that they care…to surprise them…to reward them…

This work is often in the hands of customer care departments and not integrated into the strategic efforts of the marketing team.

This needs to change.

The global turmoil is changing everything. Consumer confidence and spending has fallen off a cliff. As a result brand organisations are looking closer than ever before at marketing budgets and effectiveness.

In these difficult times it is sensible to ask whether you are delivering winning brand experiences at each stage of consumer journey to advocacy. Do you have the right PDD balance?