branding

According to TechTarget, “Customer experience management is the collection of processes a company uses to track, oversee, and organize every interaction between a customer and the organization throughout the customer lifecycle.”

Gartner defines it as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.”

Whether SNL knows it or not—they have just nailed the kinds of meetings marketing executives on both the brand and agency side will be having for the months if not years to come. While one team pitches "Cheeto executives" the same idea over and over again involving political hot topics—the other team in futility keeps trying to bring the brand back to more basic truths. People eat Cheetos because it's fun and they taste good.

Welcome to my latest “brand book bite” — check out the full collection of write-ups and author interviews here.

This Brand Experience Brief covers Best Buy. I visited the location in Richfield, MN, and found that instead of presenting a cohesive Best Buy brand experience, the store provides a collection of shopping experiences for different brands. Take a look:

Here’s my newest “brand book bite” — check out the full collection of write-ups and author interviews here.

The book: The Birth of a Brand:  Launching Your Entrepreneurial Passion and Soul (Beyond Words Publishing), a business memoir about the world-renowned UGG brand of sheepskin boots from Australia

Whole Foods Market opened a unit in Midtown, Detroit, to serve a primarily black, low income consumer who is relatively uneducated about local and healthy food. Check out this video audit to see how it designed and managed the customer experience there.

The book: Sticky Branding: 12.5 Principles to Stand Out, Attract Customers, and Grow an Incredible Brand – a very helpful book for small- and mid-sized businesses.

As I help companies define or re-define their brand strategies, we articulate the core values and attributes of their brands. We distill from all the things that could be said about their brands the most distinctive and defining elements.

The book: Aaker on Branding:  20 Principles That Drive Success

The brain: One of the definitive voices on branding, David Aaker. Dave has published more than 100 articles and 15 books on branding, brand strategy, and brand management, including Managing Brand Equity and Building Strong Brands, two texts that have served as my bibles.