The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

Remember that you can create a perceptual map using all sorts

of attributes. The attributes can be product features, consumer

benefits, and emotional feelings. You should decide what is impor-

tant as differentiators in the category.

Just to make the point, I purposefully chose two very simple

attributes, but you should explore going much deeper to help

define the brand, like I did with the second set of dimensions. Go

even deeper to get an even better definition. Notice that in my

simple example I chose a rational attribute and an emotional one.

Purposefully and consistently, always use rational and emotional

components. When we dive deeper into consumer understanding

in the next few chapters you’ll see why having both dimensions

brings a much deeper ...