Don’t Forget About the People Behind Your Brand Experience
This interesting brand management article in the Gallup Management Journal shines the spotlight on an often forgotten marketing “P.”
My take on this topic…brand experience is the next most important horizon for all brands. As marketers, we continue to refine and master the “channels” and the product positioning and the pitch — but, ugh, those darn actual brand experiences that real people have with our real enterprises, products and services. Those make or break moments of reality that are the ultimate differentiators. The article does a fine job making the point that people (their motivation, behaviors, passion, etc.) are important to brands. Certainly a point worth making. The question is what are the new models and approaches that are going to make this possible? I think there are ways to tackle this and some interesting new models are emerging. But we all have a long way to go before a real discipline evolves around this subject.
- Tim Westerbeck, Managing Director & Principal
Comments
Leave a Comment
Lipman Hearne will never share or publish your email. Required fields are marked *.
Great point. There are new and emerging models but sadly too few brand organisations that have realised the importance of delivering great brand experiences, let alone how to do it operationally
Yep. Too many marketers forget that the customer’s experience with our brands, products, services and people have a much deeper influence on the perception they form of our brand than any marketing campaign that we come up with.