Trends Report

The Convergence Of Brand, Marketing, And Customer Experience

Create A Seamless Brand By Unifying Silos Under A Common Vision

February 10th, 2016
With contributors:
James McQuivey, PhD , Michael Gazala , Ryan Trafton , Gabriella Zoia , Kara Hartig

Summary

Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver reinforce each other. Companies need to make sure that brand, marketing, and customer experience (CX) align. To avoid brand and CX dissonance, CMOs should follow four rules, including painting a vivid picture of the intended experience and interweaving tools and techniques to enrich customer understanding.

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