What relationship do your customers want with your brand?
For quite some time now, marketers the world over have been fighting increasingly tougher battles to win over and keep their customers. Most observers seem to lay blame on:
a) the rising standard of products
b) the growing cadre of ‘good enough’ competitors and
c) the negligible risk of technical product failure
rendering sustainable product/performance based differentiation moot for all but the most focused world class product innovators and market disruptors who are able to redefine and establish advantageous segment barriers.
What about the rest? Many are coming to the viewpoint that their ability to compete and differentiate will lie in two arenas. The first being situational ‘relevancy’, the second-branded experiences.
[Full Story at Canadian Marketing Blog]