5. Rule #3: Reinvent the Brand Experience

“The smile on our people’s faces is a vital part of our image.”

Ray Kroc, Grinding It Out

Brands are promises of relevant and differentiated experiences. The total brand experience (functional and emotional) defines the distinctiveness of the brand.

For example, Lexus redefined luxury in the automotive category. Lexus is more than a well-made, luxurious, technologically advanced vehicle. It also provides a superior purchase and total ownership experience.

Swatch redefined the watch experience. All of sudden a watch was something to be changed with every new outfit, every new mood, any occasion. And it was possible because these colorful, hip, collectible pieces of wrist-candy were affordable. ...

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