Customer expectations are rising rapidly; today’s abundance of consumer options and avenues enables buyers to shop effortlessly based on price, quality, speed, and overall customer experience.
Much has been written about the extent to which aligning your brand strategy to your business strategy makes your brand better positioned for success. In short, brand strategy and your brand exist to enable, express, and bring to life the business strategy. Creating a brand strategy often begins with answering the question: “Who are you and what do you do better than any of your competitors?” In a nutshell, what is your value proposition?
Marketers may soon find their brands measured by heartbeats as much as by online surveys and social media engagement. New technology allows companies to study facial responses, vocal inflections, and other emotional cues that reveal how consumers truly feel about brands and experiences.