There’s a lot of buzz these days about new CMO imperatives around customer experience, and it’s often spoken in the same breath with age-old priorities such as branding. I am struck by this last-century disconnect, still all too prevalent in many companies. Since when are branding and customer experience two separate things?
I realize if we ask 20 marketers to define branding we’d likely get 20 different and not altogether incorrect answers. But for me, the definition goes something like this:
Your brand is the sum total of all experiences both positive and negative that your customers have with you, whether initiated by you or not. [Read more…]