Do You Matter?: How Great Design Will Make People Love Your Company by Brunner Robert

Author:Brunner, Robert...
Language: eng
Format: epub
Published: 2015-07-17T16:08:29.918000+00:00

A new skill set has to develop for the “brand manager” where there are really chartered with holding and developing the overall customer experience.

Your Brand Communicates

Brand and branding, for the most part, are really overused terms, and by many people they are completely misunderstood. When you say brand, too many people think logo, think about what their advertising is, what their corporate identity looks like, or what their packaging or retail presence looks like. Worse, some get caught up in what their competitors are saying and how their product or service fits when compared against that. When we started working with MasterCard over a decade ago, they were obsessed with what Visa was up to. You get in that kind of mindset and right away you start doing a lot of externally focused stuff instead of listening to the dialogue between the product and the customer. MasterCard began a new dialogue about what business they were in. The comment got made that while you can’t use your MasterCard to buy happiness, you can use it for most everything else. This lead to the Priceless campaign. MasterCard repositioned the brand as a portal to “priceless” experiences. The rest as they say, is history.

It begins with dialogue (fr. Gk dialogos: flow of meaning). Listen in, for example, and see if you can hear the promise Apple makes to the customer, because, believe us, that’s the beginning of the journey for an established successful brand. It starts with a promise that has meaning to the customer. And it is a promise that must be kept.

When you first see pictures of an iPhone, it starts giving you information. When you read about it, you get more information. As soon as ads start appearing, you get more information. When you first look at and touch it, you add to all you have gathered. If you buy it and experience how it works, you’ve added still more—to what you were able to gather; you have added personal-level emotional experience to the mix. With all this, you have been building up an idea of what the iPhone is and what it might mean to you. Before you ever bought it, you had a certain context of expectations. You emotionally prequalified the product before purchase. Now that you own it, it’s up to the brand to keep the promise.

That promise starts when you first hear the word Apple or see the logo and you maybe think: “Gee, the Mac is easy to use. Everyone acknowledges that, even PC owners. I’ve had good experiences with my iPod. And that time I had to return an Apple product, I had a good experience. So I might just give this iPhone a chance. But don’t you let me down.” So they—the product and the customer—are already communicating and seem to be getting along. It’s starting to look like it’s up to Apple to deliver on the promise, or else betray the promise. According to Job’s, the dialogue at Apple went something like this: “We all had cell phones.

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