by Elaine Fogel

Brand Experience

Should Big Brands Suffer Consequences After Crises?

 

 

United Airlines passenger being removed

By now, you may have seen the viral video of Dr. David Dao pulled from his United Express flight to make room for Republic Airlines crew members. Disturbing and frightening, the incident sent shock waves around the globe.

Incidents like this, although rare, have happened to some degree for years. The difference now is social media sharing. Cell phone videos empower citizen journalists to capture news in ways we never could have imagined before.

Did the United brand take a hit?

You bet! But it may only be temporary. Continue reading

Want The Best Digital Customer Experience?

customer experience written on chalkboard

Of course you want your customers to have the best digital customer experience (CX)! Who wouldn’t?

Have you ever heard of “design-led” or “design thinking?” Here are two definitions:

Design is seen as a strategic differentiator for the organization. Formal design processes are established for marketing, product, and customer experience initiatives. Design is integral to shaping digital CX and is involved at every stage when strategy is being set.” (Adobe/Forrester Consulting)

It means making design an integral part of every thought process in your company’s marketing (and product development or service offerings), and can be the line between success and failure, between blending into the sea of mediocrity and standing out, between ultra-creative thinking and what everyone else does.” (Yvonne Lyons, “The Rise of the Design-Led Company — Don’t Be Left Behind,” Right Source Marketing)

So, does it work? You bet!

Companies that embed design thinking in digital CX strategy — those that we classified as design led — achieve tangible business benefits. Moreover, we found that the more that design is embedded in digital CX strategy, the more these benefits are achieved.”

Want to see the proof? Continue reading

Are You Delivering Your Desired Brand Experiences?

brand puzzle

One of the key indicators of branding success is how customers experience your brand. If their brand experiences don’t match your brand promises, the disconnect can truly hurt the brand and the organization’s ability to reach its strategic objectives.

A 2016 study by the Chartered Institute of Marketing in the UK gives us insight into the relationship between senior leaders and the brand, employees and the brand, and customers’ brand experiences and the brand promise.

Here are some findings from the Brand Experience Statistics report:

Continue reading

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