No brands are built to last

Artist Thu Tran
Artist Thu Tran

Brands were once e built across the entire rational and emotional landscape of the Customer Experience.

The reason they are failing more and more  is because it is physically and financially impossible to provide that differentiated experience across all the marketing, product and servicing interactions amongst all channels.

Corporations need to better understand which interactions and which components of those interactions are most meaningful to customers and make just a few of those areas the priorities for action.I call that the IKEA-choice principle which implies that you manage these parts of the customer experience that will be liked and those which are disliked by customers.

When management attempts to delight every customer at every point of contact with the brand – as some brand marketers still advise them – the consistencies within the customer experience are destined for failure.

Artist Thu Tran
Artist Thu Tran
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