2. BX = brand strategy + CX + UX
• Brand experience is the combination
of brand strategy, customer experience,
and user experience. It’s the emotional,
sensory, and tangible experience a
customer has before, during, and after
interacting with any facet of a brand. It’s
how your customers experience
your brand identity on a holistic level, and
in the digital age, it’s more important
than ever.
3. ‘Brand’ sets the direction,
answers the insight, and
translates the business
strategy into tangible
actions, and ‘Experience’
delivers it, shows us what
‘sticks’ and what doesn’t,
gives a company feedback,
data, and measurement, to
course correct
4. 80% of customers think expierence
is the biggest influence in their
brand loyalty
3X Superior customer
experience brings on more than
3X the average revenue
Brand is
experience,
experience is
brand.
5. Brand experience model
Brand
promise
Why we do it
How we do it
What we do
Behaviours
Attitudes;
Category
Feelings:
Life
Brand
relationship
Brand
experience
Product&
services
Brand promise
&
artifacts
Service culture
Brand
culture
Brand delivery
(Employee focus)
Brand offer
(Customer focus)
Brand positioning
Customer response
7. Brand pyramid features
and benefits
Brand
idea
Brand/
product persona
Emotional
benefits
Functional
benefits
Features &
Attributes
8. The Elements of
Value Pyramid
Products and services deliver fundamental
elements of value that address four kinds
of needs;
Functional, emotional, life changing, and
social impact. In general, the more
elements provided the greater customers’
loyalty and the higher the company’s
sustained revenue growth
9. Every brand personalizes experiences.
Take it a step further.
“Personalization is pointless without
knowing the individual. Understand the
dreams, hopes, and fears that motivate
your customers, then hit them where it
counts.”
Personalization directly influences
buying behavior across the customer
life cycle
Likelihood to purchase, recommend,
and repurchase depending on
personalization,
% of respondents
Your audience is human. Give
them a human experience!