16. Rule 3: Reinvent the Brand Experience
As the British Airways example and other examples show, brands are promises of relevant and differentiated experiences. The total brand experience (functional, emotional, and social) is what defines the relevant distinctiveness of the brand.
The practices for reinventing the brand experience are these:
• Innovation and renovation
• Marketing
• Trustworthy Brand Value Equation
• Fair value
• Total brand experience
Innovation and Renovation
As we explained in Chapter 6, “Tendency 6: The Failure to Innovate,” the failure to innovate (or renovate) is a marker for trouble. Brands stay relevant and current through “news”—that is, tell me about the interesting things you are doing and offering. News is key ...
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