Today, customers can interact with brands from virtually any place at any time of day. They can collect information, ask questions, indicate preferences and make purchases. As they do, they are giving us the opportunity to serve them better, make suggestions and offer new options. So we need to shift our mental models from that of crafting messages to creating experiences.
A brand that can leave a unique impression, interact on an emotional level, respond to needs and desires, and be flexible and resilient will stand the test of time in the marketplace.
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” – Philip Kotler
I’ve worked with startups, agencies, and large corporations to create brands that clearly demonstrate not only the fulfillment of customers’ needs, but one that also cares about their well being. This element is truly the foundation that some of the world’s most successful brands build their business on.