The brand strategy toolkit: The Kano Model

Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.

Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model is one of the more obscure tools I tend to use. Some of the strategists I’ve worked with know about it, but few have found a practical use for it. Personally, I love it and think it

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