Defining Brand Evolutions to Better Shape Customer Experiences
As the media and behavior landscape evolves to include connected physical, digital, and social experiences, brands and businesses must understand how to meaningfully adapt to create value.
[source: Liesje Hodgson @liesjeh & Forest Young @ten_ten, Interbrand] This means a willingness to get out of the way when the brand isn’t relevant, and a readiness to take center stage in moments that matter.
To consistently exceed expectations, an organization must understand when and how to best support the customer in key interactions, regardless of industry or instance.
This requires more than a shared language of how the brand looks, feels, and behaves. It requires tools, methods, operations and frameworks for making technology, partnership, and product decisions that places customers, and their needs, at the center. We work with teams to ensure that the products and services which customers touch are meaningful components of a broader brand experience. Watch the videos below for a sense of how we view the role of brand in delivering customer experiences.
We partner with our clients to drive a unified vision for customer experience across teams and business units—and help them prioritize the interactions that can impact their relationship with customers and broader stakeholders. By defining what a relevant brand experience design is, we help organizations to make technology, partnership, and product decisions with an understanding of how they will shape the customer’s relationship with the brand over time.