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The Brand Flip: Why customers now run companies and how to profit from it by Marty Neumeier

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FEATURES Image EXPERIENCES

The best brands are vivid. They conjure clear mental pictures and powerful feelings in the minds and hearts of customers. They come to life through their TOUCHPOINTS, the points at which customers experience them—from the first exposure to a brand’s name, to buying the product, to using it and eventually making it part of who they are.

Here’s how the Ritz looks at touchpoints, as written in the company’s credo: “The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.”

If the Ritz were to focus on features instead of experience, their credo might ...

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