Does the brand define the customer experience, or is the customer experience the brand? Your work may involve both, but you probably attack problems with a bias for one or the other.
Earlier this year I asked Josh Levine of Great Monday to simply describe the relationship between brand and experience, and I like what he said.
I went back and dug deeper with Josh to clear up the differences between how he described it and and the way I often see the relationships between brand and experience being practiced. What emerged was this illustrated question and answer, attempting to untangle brand and customer experience in just 9 minutes:
In tough times every CEO takes a hard look at what his or her company could be doing better to weather the storm. Some cut jobs, others stop advertising, and still others try to innovate their way through. Those are all reasonable tactics, but what if they could’ve avoided the crisis in the first place? How do you build an unshakable business foundation from the start? Read the rest of this entry »
Building a brand today is very different from building a brand 50 years ago. It used to be that a few people got together in a room, decided what the brand positioning was going to be, and then spent a lot of money buying advertising telling people what their brand was. And if you were able to spend enough money, then you were able to build your brand.
It’s a very different world today. With the Internet connecting everyone together, companies are becoming more and more transparent whether they like it or not. An unhappy customer or a disgruntled employee can blog about bad experience with a company, and the story can spread like wildfire by email or with tools like Twitter.
