From What Great Brands Do: Executing on the brand strategy with excellence throughout the entire customer experience builds brand integrity and impact. In my investigations on customer experience, I’ve found that the most common mistake in mismanaging the customer experience is starting with customer data. Using data and analytics as a starting point fails to […]
Great brands may think big, but they sweat the small stuff. They know that all the little things they do or fail to do in person shape brand perceptions far more than the big things they claim through mass media. So they design their customer experiences down to last detail, and usually appeal to as many of […]
If you want a powerful, valuable, brand-building strategy, you’ve come to the right place. We’re more than halfway through the video series, “How to Build a Breakthrough Brand.” So far, in this 10-session series on the steps in the brand development process, we’ve covered: […]
The holiday shopping season is upon us and retailers are trying to navigate the challenges and opportunities of the new retail reality. As a recent Bloomberg Businessweek article observed, “Americans don’t shop the way they used to.” […]