It takes a corporate culture to deliver a consistent brand experience. By David Kessler. You don’t have a brand; you have a brand experience. Consumers today define a brand by the sum total of their interactions across all channels — not only advertising, but product, packaging, in-store, service interactions, online — and the list grows longer every day. Right now, dozens of start-ups are dreaming up new ways for your customers to interact with your brand. Even if you are a brand-experience expert, the most important question is: Who is responsible for shaping the brand experience and ensuring that it is properly delivered?
Customers experience brands in a multitude of ways, across channels and types of interactions that extend far beyond a company’s external marketing programs. While advertising once had the power to define a brand and its intended experience, today’s media proliferation means that truly integrated marketing communications are the cost-of-entry. But the brand experience brings another dimension that requires other aspects of a company’s behavior — culture, sales, operations, and products and services — to be synchronized along with its marketing communications … read >>