Strategically based design is how you bake in experiences people really care about. A well-designed customer experience is the main event in defining how worthy your proposition is of the love (devotion) customers bestow on your brand. Think of it this way, if your brand were no longer in existence, would it matter to anyone?
Increasingly, we have encountered brands that make the following types of claims:
Simply Better is the title of the marketing book that won the 2005 Berry-AMA Book Prize.
While the mind may still be a mystery, we know one thing about it that is for certain—it’s under attack. Most Western societies have become totally ‘‘overcommunicated.’’ The explosion of media forms, and the ensuing increase in the volume of communications, has dramatically affected the way people either take in or ignore the information offered to them.
Differentiation, of course, exists, but does so on the basis of a product or service actually owning values — real or perceived, rational or emotional — and occupying a real place in the consumers’ minds — beyond the consumers just being aware of them.
