Right now, it feels like almost every brand wants to hook their customers on sweet moments that have them coming back for more. But is that what people want or have brands simply made high-energy experiences the new must-add?
NEW THINKING
HomeAuthor
Mark Di Somma, Author at Branding Strategy Insider - Page 5 of 83
How should brands map more effective and engaging customer journeys? By recognizing that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.
While many brands have woken up to the need to align the language in their marketing comms with their broader brand DNA, they often fail to fully integrate that language into their broader operations.
The concept of failing fast is one we associate readily with start-ups. But if successful brands need to constantly evolve to stay successful, and presumably not every evolutionary move will be a success, how should top brands plan for when things don’t go to plan?
This week I had an interesting discussion about the role of brand strategy. Do all the discussion, frameworks and processes that strategists use really add value for brands or is it all just ****?