Ever since AG Lafley brought attention to two of the consumer strategic decision points in buying and using fast moving consumer products the concept of brand experience has been played over and over. The two windows, the first at point of purchase and the second at use leave a strong and lasting impression on the consumer mind and psyche.
The actual execution often leaves more to be desired!
So what is with the lacuna between the desire and actual execution? We have all heard about the service excellence at a Lexus dealership, we have also read about the standards of customer service at Nordstrom’s and yet the variance between the best and good is huge. Neither of the stores are pedestrian by any stretch and the difference in demographic is reflected in the clientèle.
Brand experience can many times be the elixir to differentiation but relevance is the first rung in that ladder. Without knowing her and without knowing what matters to her it would be impossible to know the value-benefit equation. Marketing must start with positioning, targeting and segmentation!
