So how do you make sure your brand wins in 2014? In short, stop following the crowd. Start your own movement. You may have noticed that it’s getting harder and harder to reach people. So you have to be maniacally focused on differentiating your cow from all the others on the pasture.
Why do people choose your soap, restaurant, liquor, insurance or sardine brand? What’s the one compelling reason? Own it in people’s minds. And how do you own it? Not by advertising it alone. That’s just a promise. It’s far more important for you to deliver it every time people encounter your brand.
Track the journey of your brand to you customers and make sure you like what you see. And remember sometimes customers have problems with your brand. How are these being resolved? I think the single biggest opportunity brands have to stand out from the rest of the market is in the area of customer experience. This goes for service brands and consumer products.
Love your customers, at every touch point and they will love you back.
Merry Christmas!
