Make Your Brand Matter

CHAPTER 4Believing in Your Brand and Redefining Your Strategy

In preparation for this book, I had an opportunity to speak with brand and experience experts in a range of roles and organizations. It's fascinating to learn from the stories they were able to share and the work they've done with clients. As I said in this book's introduction, nothing I share in this book reflects confidential information or insight gleaned exclusively from my team's work with them – every example provided here reflects this community's empirical assessment and publicly available data. Further, I've worked diligently to remain positive in all examples, as there's little value to dwell on negativity. While it's easy to highlight negative examples, and I'm a personal believer that we all learn from mistakes – I never fear failure – I don't feel it's necessary to highlight it in these pages. An intelligent observer can find the mistakes, and learn from them, on their own.

One of the experts that I had the opportunity to speak with at length in preparation for this book was David Mackay, a senior brand strategist at Ogilvy. David has a particular passion for this topic and offered tremendous insight into how forward‐thinking brands need to define strategies for the post‐digital transformation era.

One observation that David offered is that, today, brands are sometimes oblivious to the evolution, and impact, of experience and the importance of aligning the brand strategy to the experience up‐front. He ...