The rapid change of consumer behaviour redefines branding and customer experience.
The customer experience is the new brand
Creating a unique and lasting cultural brand is the holy grail of marketing. Brands that are losing market share have often lost their cultural relevance.
Brand-building has evolved from designing logos and placing ads to something completely different. Today branding is a set of techniques developed to generate cultural relevance. Why, because culture drives trends. The goal of many leading brands is to tell stories, so their brand becomes a part of their customer’s culture. It’s no longer enough to make the best product and push it out to consumers; brands are expected to stand for something more significant than the products they sell.
The Customers’ Experience now defines the brand
In the digital age, customer experiences are critically important and must be at the centre of any brand. Consumers don’t just want to buy something – they want a great customer experience.
The brand comes alive in the customer experience, in the interactions with the customer. Companies may define its brand promise, but it is the customer experience who decides whether or not the company delivered on its promise.
Nike creates cultural relevance and innovative customer experiences.
When Nike was celebrating the 30th anniversary of ‘Just Do It’ they used Colin Kaepernick as the face of the ad campaign. Kaepernick is known for being the first NFL player to take a knee during the national anthem, kicking off a movement against racial inequality. It was a bold move. By working with Colin Kaepernick, Nike became culturally relevant to millennials and Gen Z, that want companies to take a stand.
2013 Nike was acknowledged by Fast Company, the most innovative company in the world. Why? They created a new digital customer experience with the Nike+ FuelBand and the idea that “life is a sport”. Nike+ FuelBand was the tracker that kicked off a billion dollar industry. Today everyone has a tracker in his or her cell phone.
Offering innovative customer experiences sets Nike apart from other shoe brands. Marketing campaigns come and go. Companies may define its brand promise, but it is the customer experience that decides whether or not the company delivered on its promise.
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