We often come across ambitious clients who want to build great brand experiences. However, many are experiencing significant gaps between what their brands promise and what customers experience. Especially when buying or using their products and services online.
We see this gap manifesting itself in various ways.
In some cases, brand marketing can’t achieve desired KPIs, even when a suitable investment is put behind the right creative platform. Marketing KPIs that cover the whole brand experience might not perform well in parameters that measure experiences during and beyond purchase (according to Gartner, purchase and beyond experiences are impacted mainly by...