In This Chapter
Generating organization-wide brand buy-in
Creating brand champions
Developing and delivering a great brand experience
People power brands.
Brands are made or broken by human encounters that either advance or erode brand promises. The difference between well-launched brands that fizzle and well-managed brands that soar to great value lies in the customer’s brand experience, which is the result of everyday contact with your name, your product, your organization, and, most of all, your people.
A great brand name, logo, promise, and communication program are essential ingredients for brand success, but to hit a branding home run you need a committed team of brand champions who embody your brand and who consistently deliver a brand experience worthy of customer praise and loyalty.
The brand experience runs from a person’s very first encounter with your brand through the pre-purchase experience, the purchase process, and post-purchase, when brand contacts take the form of product usage, customer service, repeat purchases, and ongoing encounters with your brand. As you develop your brand experience, this chapter outlines the ...