Ride-hailing business, Uber recently announced a deal with San Francisco-based scooter-rental company, Lime. Lime enables people to hire scooters, electric bikes, and pedal cycles in 46 cities. The agreement means Uber users will be able to rent Lime's scooters via the car-sharing company's app.
For as long as our brand strategy consulting firm partners have been helping to define and build brands (25+ years), we have placed sustainable differentiation at the heart of brand strategy. A brand needs a unique and differentiating claim; call it a USP (unique selling proposition) or “relevant differentiation” as in the Brand Asset Valuator™ study. Both concepts reference something genuinely unique that makes the brand different from alternatives as a sustainable competitive advantage.
With customer expectations rising faster than the speed that organizations can improve their customer experience how can your brand create an exceptional customer experience that ensures loyalty?