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

style, durability, and value: activewear, school uniforms, graphic

Ts, hooded sweatshirts, polos, pants, jeans, and more.” Notice the

laundry list. Trying to do too much? I suspect so.

Carefully define the brand and then choose the target market

specifically, knowing that the brand can uniquely fill the needs of

those consumers. And then get to know the consumer better than

the competition does. You’ll be well on your way to building the

brand’s experience effect.

Compare Gap to its competition, like Abercrombie & Fitch, and

witness another brand that perhaps has a clearer definition of

their target market and a deeper understanding of their con-

sumers. As a parallel exercise, do a Google search for “abercrom-

bie & fitch”; the first item that appears ...