At last there is a realisation in industry that BRAND is about ROMANCING the Customer and not just LOGO and Advertising. The origin of this blog was for this purpose.
For many years BRAND builders have always ignored Customer Experience while for CUSTOMERs it was always like that. & this was a mismatch.
Common sense says : how customers are concerned with the brand if they are not experienced?
But still all creativity is expended in advertising and so called superficial brand building exercise.
Theme of upcoming brand summit by Paul Writer is Lovable Brands; Romancing the Customer.
Unless brands are touching and making customer experience memorable , its not branding exercise at all. Earlier companies realise this better resources can be allocated.
It would be apt to mention what Seth Godin has blogged earlier this week:Is the goal to get people to notice what we make?
Are we setting out to make something people choose to talk about?
If you don't know your boss's answer to this, find out. If you do, act accordingly.
My entire blogbook WOW ! & Weird is devoted on this very theme.
Happy to see our BRAND Builder community is going to discuss on this in this summit. Happy days for CUSTOMERs , AT LAST.