Chapter 15. Opened Up

By now you must be thinking: just how open should my brand be? Slightly ajar for the bracing breezes of feedback-happy consumers? Wide open to all comers? If open is good, then wide open must be better, right?

Yes and no.

Open brands are strategically opened, emphasizing one or two consumer experiences that most represent value to be captured, and disruptive change that will keep competitors following fast. Brands have to find their “sweet spot” through a careful assessment of their four consumer experiences and the technological innovations that support them—how both stack up to their consumers’ expectations and to the competition. Knowing where a brand stands currently and where it should go requires prioritizing experiences—and ...

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