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...