Bridge Strategy Group, LLC

BRAND AND CUSTOMER EXPERIENCE

Brands are a collection of all the expectations and associations evoked by consumers from experience. These experiences are critical in establishing (or destroying) the perceptions and emotional connections that are the key drivers of brand preference and loyalty. However, brand experiences are being increasingly shaped by information and interactions that companies have less and less control over.

Empowered consumers are growing more skeptical of advertising messages, and their purchases are becoming more self-directed. In addition, brand messaging has become not only less controlled but also more cluttered, as independent opinions coexist with company-guided content.

Companies can better manage brand experiences by understanding the key influences, attitudes and buying behaviors affecting consumers throughout the entire cycle, from awareness and consideration, to purchase and ownership. Bridge has developed deep expertise in helping clients across a variety of industries to answer key questions that drive value creation through positive brand experiences:

  • What are the core values that define our brand? How is it perceived today by different customer segments? How should I address existing misalignments in brand perception?
  • What are the critical touch points that customers encounter when considering my product or service? What are the key influences? How can I use these touch points to create positive and memorable experiences that are consistent with brand goals and that meet customers' needs?
  • Are there opportunities to leverage a differentiated customer experience as a source of competitive advantage?
  • What are the key sources of current customer dissatisfaction and attrition? What steps can I take to improve these aspects of the consumer experience to improve retention?
  • Does our current customer experience alienate valuable segments of the population? How should customer experience evolve as we try to expand into adjacent customer segments?
  • Is our organization (i.e. structure, processes, resources, capabilities, infrastructure, metrics, incentives etc) fully aligned to deliver a superior brand experience across different customer segments and touch points? How can I ensure congruency of our value delivery systems?
  • How can I design improved retail concepts and store experiences that are congruent with brand personality and contribute to enhance brand connections (e.g. location, layout, fixtures, merchandising, lighting, music, staffing, etc)?

contact a bridge partner about this topic:

Philip Airey

Philip Airey

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