purpose and direction
The attitude discussions between Nike and Telekom last year were not the only ones to show that brands must have "higher" goals than just sales growth. Attitudes help differentiate and create further ethical, emotional and perhaps even "social" reasons to buy beyond the pure product experience. But in order to go beyond lip service and survive in today's world, this brand vision must also be made tangible across the entire customer experience . This is the only way to create the authenticity that everyone is talking about.
And this brand model must also be used as a guideline for which services and innovations really suit the company. And where the company should fit. Despite the great potential for returns, because this new product simply does not correspond to the actual meaning of the brand. In times of digital disruption, people no longer differentiate between company and brand statements israel telegram data But they do differentiate between what we say and what we do. What remains. The brand must once again become the guiding star for where investments are made on the way to becoming a customer champion.
Brands were invented for one purpose: to provide orientation in the product range and thus influence the purchase decision as positively as possible . Brands are therefore a type of "expectation management" about what I am most likely to get from a product or brand interaction. This expectation should apply just as much to digital products, services and brand experiences. After all, if I, as a customer, have a problem with my car, I rely on the manufacturer to help me. Even if my branch may not be able to solve my problem, do we expect our email to the company headquarters to be answered and solutions to be considered? I rely on "sheer driving pleasure", "the best or nothing" or "the car".