BRAND = SUM of EXPERIENCES
In an attempt to resonate with both my creative & my data peeps, I drew an iceberg and put a fake function next to it...
Some marketers think that their brand is their 2 minute TV commercial or the jingle Justin Timberlake made for them. But in reality, YOUR BRAND IS THE SUM OF EXPERIENCES YOU DELIVER to consumers.
How good your customer service is…
How fast your site loads…
What makes up your supply chain…
What people say about you...
And this one usually shocks those marketers... how good your product actually is.
All those affect the perception that people have of you. Which is actually your brand. So make sure that whatever you stand for comes through at every moment. Your customers will thank you for it.