How to accomodate your company's user experience strategy with vended products

Kelvin said: "The company's positioning statement - its brand essence if you
will -
should drive the UX strategy."

That's where this list and others take a divergence. The consumer and other
interaction (relevant relationship) stakeholder's hold the keys to the UX
strategy. The brand is a reflection of that. Certainly, Coke wouldn't be
Coke without the product, but the brand is a placeholder for what Coke it
and what it means to people...beyond that...their experience has a lot more
to do with the REST of the company besides the product.

Or, my shorthand....brand does not drive experience...it has little to do
with experience beyond being the shorthand for recalling all the 'things'
people associate with that shorthand (the Reader's Digest version in
high-speed motion) to all their experiences with the brand (which for many
products they buy is irrelevant).

Can we even begin to get on the same page on this issue as practitioners?

For example, I may have had a REALLY bad experience with Comcast that makes
me never want to do business with them again. But if I have criteria for
which there is no other choice, my negative brand relationship is completely
irrelevant. I buy the product and hate who delivers it...waiting for the
first competitive chance to jump. Comcast's goal should be to discover what
caused this experience and work to fix it...and that, my friends is one of
the last things on the radar screen of a company that focuses on brand and
product. Marketeers are not likely to look at organizational design or
operational mismatches...as those are the responsibilites of 'other' siloed
organizations. A brand strategy will never fix an organizational mis-design
nor is it even likely to have metrics that can identify such. And yet, this
is the heartland of where relationships go awry.



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