Brand Matters: Brand Dreaming
In 2007, Thos. Moser let its customers take dreaming a step further. It began a Customer in Residence program. Wentzell explains it: "Customers come to our shop in Maine and build a piece of furniture alongside one of our master craftsmen (or craftswomen). It really is the ultimate brand connection and has been quite successful. It also has had the added effect of reinforcing our brand values with our own people, when they see things through the eyes of a customer."
Without this intimate knowledge, how will you delight your customers and stay relevant to their needs and desires? Who will be your brand's chief dream creator?
Andrea Syverson is president of IER Partners, a strategic branding and merchandising consultancy based in Colorado. She may be reached at (719) 495-2354 or email@example.com.