Designing a branded customer experience

As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts.

Designing a branded customer experience

Stuart Crawford-Browne

Introduction

In the digital age, marketing is changing: a number of factors are turning the brand into a more powerful asset while at the same time eroding traditional marketing communication channels that have been responsible for the growth of brands in the past. In many cases, customers now control the relationship they have with brands which represents a shift for marketing from company sales cycles to customer buying cycles. Fragmentation of media, changing media consumption patterns, and the selective attention of consumers all affect the ability to acquire new customers.

Despite these challenges,...

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