Brand Matters: Brand Bookends
How does your brand end its customer experience chapter? Is it in a way that leaves your customers hungry for their next experience or glad it's over? Is your brand ending full of gratitude or nonpersonal attitude? Why not have your brand leaders pay attention to what kind of goodbyes your company and others in and out of your industry use, and then brandstorm ways to create a more positive and lingering brand experience conclusion.
Brand bookends are another avenue to encapsulate your customer experience in a way that differentiates you from your competitors. As a brand leader, you know these are significant moments to create lasting impressions. Don't waste them.
Andrea Syverson is president of IER Partners, a strategic consulting company specializing in innovative brand and merchandising directions, and author of "BRANDABOUT: A Seriously Playful Approach for Passionate Brand-Builders and Merchants." She may be reached at firstname.lastname@example.org.