In my first post, I discussed the importance of brand equity and its relationship to good customer experience. Consider this scenario of an organization where brand equity was negatively impacted by a fractured customer experience. In this case the “brand” is the corporate brand.
When it comes to strong brand equity, everyone in the organization has to have a seat at the table. Brand equity is the result of positive interactions and transactions between the consumer and brand – across all touchpoints and all communication channels. It is built over time by brands being
Two topics seem to be top of mind this year…the long awaited “Star Wars, The Force Awakens” and the “Internet of Things.” Being a fan of both, I think there are some striking parallels to think about. So here is a mashup of Star Wars references to describe the Internet