Measuring brand experience (Landor Perspectives 2012)

This paper asserts that brand building is now about experiences, and that these experiences are the sum of thousands of touchpoints.

Measuring brand experience (Landor Perspectives 2012)

Kara McCartney and Susan NelsonLandor Associates

You're a CEO sitting in your boardroom while the directors of human resources, advertising, merchandising, digital, and marketing each present their funding requests for this year's brand-building initiatives.

Human resources wants to retrain public-facing employees to better communicate your brand's image. Advertising wants to launch a new broadcast campaign supported by print. Merchandising presents a proposal for new display cases and better in-store lighting. Digital insists on a redesign of the website to better accommodate social brand initiatives, and marketing wants to mirror what your...

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