Does your To Do list look at ways to delight your customers every day? May I suggest that in your Brand Design Process you add one more job to your To Do list.
Marketing departments consider customers experience, but they also acknowledge that their companies do not value it as a critical component of the brand experience.
Many believe that brand design is an unnecessary expense, in that they feel it is a non revenue generating activity. This could not be further from the truth, allow me to explain why.
Most companies cannot switch direction just like that. It must instead continue to at least pursue stable growth in its current markets. Presence gives brand constancy and helps strengthen its reputation. It sustains present value.
Today we have randomly chosen Starbucks as an example of successful brand history. So what has kept it going for all those years? What secret do they not want to tell us? Why? Let's figure out now.