Brands and Branding
I was at the launch of brands and branding on Thursday, I wrote an section in the book on “The New Branding Frontier.”
I proposed that it is the customer experience and that it is no longer about design and the stuff we normally think about as branding. In other words what actually happens when the customer is in contact with the business determines the brand.
That has always been the case of course, but because marketing communication was linear or in an ‘us to them’ mode it was easier to manage.
Nowadays things are a little different for two reasons firstly because in a product parity world in many cases the final measure is the customer relationship and secondly because of the communication power in the hands of the customer.
What struck me was how many people I found still talking about US TO THEM communications, even those who set themselves as experts on electronic media – are still talking that way.
We need to start thinking about communication as engagement!
You can get the book The Encyclopedia of Brands and Branding 2007 at Exclusive Books
Link to read the full Brands and Branding article The New Branding Frontier
