Where does the brand experience begin?
Internal marketing departments (and/or their agency representatives) produce all kinds of information in the form of business communication to help direct the standard for what customers can expect from the brand. This outbound messaging may have little to do with real perceptions and experiences of the end user, instead projecting an image the brand wants the world to see.
Through the print ads and online banners, designer emails and magazine advertorials, website content and promotional literature, tweets and retail merchandising (and much more), brands own the microphone which allows them to loudly say “We’re good. Trust us. Hop on board and we’ll go places.” We’re bombarded with that tantalizing promise every which way we turn, and some of us get on the magic bus and ride. [click to continue…]
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A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
