In today’s always-on world, customers expect brands to anticipate and meet their needs in real time. Brand engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. The best brands create positive experiences–both live and online–for their audiences. But today’s audiences have higher expectations for engagement, interaction and personal benefit.
Although mergers and acquisitions are most often viewed from a financial perspective, the keys to success often rely on less tangible factors than the bottom line. Because brand conveys the reason a business exists and how it intends to have an impact, it plays a pivotal role in uniting the merged entity and maximizing its value. A solid, well-defined brand architecture strategy can greatly improve the odds a company will be to keep the brand top of mind during the deal, value an acquisition appropriately, and have an effective plan in place to leverage the new brand assets.
As the battle for customer loyalty intensifies, brands are the source of distinction that attracts attention, define offerings, build loyalty, and deliver an organization’s unique value proposition. In the age of the customer, developing a differentiated brand is a purposeful process where insight, intuition, and inspiration combine to help transform brands from ordinary to extraordinary.