It is difficult to escape the widespread influence that brands have in our lives, even in Tulum where life is simple and relaxed. In the broadest sense, brands are a tool that facilitates decision-making, consciously or unconsciously, throughout the day. From what we drink, eat, listen, read, or Hungary Phone Number List even how we relate, all of them are determined based on the set of associations and perceptions about companies, products, services, places or even people that have been formed in our mind. We develop our perception of a brand, completely unconsciously, based on a wide range of direct and indirect stimuli.
However, most companies – no matter how large, sophisticated, global, … they may be – have little “control” over these perceptions, usually through traditional marketing tools that are increasingly inefficient. with demand drivers. The reality is that today the launch of a campaign is only an “event” for the marketing department on duty, which in many cases tries more because the CEO likes it than because it is really effective. Today the key is in interaction, a process over which most brands are still learning, and over which they do not have control.
Despite the fact that in many spheres it seems that marketing and the brand occupy everything, there are few “chosen” who see the brand as an asset that must be promoted, as it is a fundamental element of the business strategy, of value creation economic and direct driver of positive business results. This select group knows that true brand value is below the surface. It is not about advertising, pretty ads, pack designs, websites, apps and social networks, although they also play an important role. A great brand is fundamentally a set of consistent positive associations and insights that have been created through the sum total of interactions. In short, customer experience is at the core of strong brands.
Common sense and justice, which in most cases prevails, attests that people “reward” brands that meet and exceed expectations, rewarding them in the form of preference and loyalty, which translates into higher income. This is obvious for many, even for many companies it is a discovery that they must make, recognizing that every small interaction counts. Thus, companies that understand that one of the main meanings of their brand is to align, give meaning and direct the entire organization in their interactions with the consumer are the ones that succeed. This always implies an effort and commitment on the part of the organizations, since it is not easy to offer a consistent brand experience. It takes strong leadership and a clear brand vision combined with committed employees who share the vision, working every day to make it a reality.
Therefore, if your goal is to create innovative, attractive and viable brand strategies that succeed in the market, then you should start by starting to work on the alchemy of processes, procedures and tools that allow creating positive perceptions, always exceeding consumer expectations. through continuous improvement and differentiation of the customer experience.