RE: Re: Value of brand

Advertising works on the brand promise (invariably raising customers'
expectations) and customer experience works on the delivery (or not) of this
promise at every single point of contact.

But there was a case here in the UK where customer experience was much more
important than advertising. This was the case for First Direct (a bank).
They got to a point where they were getting 1 new customer every 5 seconds
through word of mouth (unsustainable, it's true, but impressive anyway).

Claudio Toyama
Experience Strategist
Brand Experience Studio Ltd
Medius House LG
2 Sheraton Street
W1F 8BH, London, UK
 
Mobile: +44(0)7957-544606
Phone: +44(0)870-3665293
 
Fax: +44(0)870-0940306


-----Original Message-----
From: Gunnar Swanson [mailto:[email protected]] 
Sent: 26 February 2005 16:53
To: [email protected]
Subject: Re: [AIGAExperienceDesign] Re: Value of brand



On Feb 23, 2005, at 2:23 PM, rreprobate wrote:
> Then the question was raised... why spend millions on advertising 
> rather than experience, when the customer experience is the true path 
> to building a brand?

1) Because you can't have customer experience if you don't have 
customers.

2) Because signs of the brand other than direct interaction are part of 
the experience and part of the brand.

Gunnar
----------
Gunnar Swanson Design Office
536 South Catalina Street
Ventura California 93001-3625 USA

+1 805 667-2200
[email protected]

http://www.gunnarswanson.com




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