Successful Brands of the Future Care about People, not Branding.

They are an experience.

Not an entity.

The consumer data is clear, companies who have aligned their branding with their experiences are much stronger competitors in their markets. Last week, during my keynote session, we explored what it takes to attract and retain consumers, increase referrals and reviews, drive revenue through branding, and even rebuild brands that have challenges.

We started with this premise:

To build a successful differentiated brand today requires:

A distinctive brand promise to your consumers that you deliver against flawlessly.

💎 A set of signature experiences that strongly define your consumer experience and are built to attract the demographics that you desire.

💎 An experiential model that pulls through concepts like “Wow” moments, and also aligns with the physical product, the amenity or feature profile, and the service levels that you deliver.

💎 A strong brand persona that is pulled through your marketing, image, AND end-to-end consumer experiences. Lots of companies believe they do this, but it’s a huge blind spot for most.

💎 A culture that is distinguished by “living the brand promises” internally and externally. This continues to be an area where many companies miss the mark with employees, while simultaneously asking for incredible customer experiences.

So successful branding and experiences are inextricably linked. The most successful companies understand that authenticity, keeping brand promises to employees and customers alike, and providing great experiences for both these stakeholders, are the foundation of a great brand.