How brands can bridge the ‘experience gap’

Details ways in which brands can address the gap between the experience marketers think they are delivering and the one that consumers are actually receiving.

There’s an oft-quoted piece of research from Havas to the effect that consumers wouldn’t be bothered if three quarters of brands disappeared tomorrow. Whether that’s because they really don’t care about brands at all or because marketers are doing a terrible job is a moot point, but there is evidence that points to the latter. When surveys ask marketers how well they think they are delivering against the brand experience, more than 80% generally think they are doing a great job; ask consumers the same question and they’re far less impressed– maybe half think expectations are being met and...

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