The brand, the last big bastion. What’s the next evolution after customer experience?
It’s all about the brand at the end of the day. We see very strong brand guidelines within companies, but they crumble. Do they crumble because of the customer?
It’s all about the brand at the end of the day. We see very strong brand guidelines within companies, but they crumble. Do they crumble because of the customer?
Businesses are doubling down on customer experience and rightfully so. The customer has never been more connected, informed and empowered. Any brand hoping to survive and thrive in an era of digital Darwinism has no choice but to #adaptordie. But customer experience in of itself is not enough. Brands must understand what it means to compete at a time when people are not only changing, their priorities around values, aspirations and loyalty are also shifting. Humanity is now the killer…
How can companies build the resilience and agility they need in the digital age? And what is the role of the brand in all this? One thing is certain: the brand manager will be the “hero of the transformation”.