Lady Gaga is a brand that provides tailored experiences for a niche audience. She is not attempting to satisfy all pop music lovers, just her music lovers. Lady Gaga is well aware that her opinions are polarizing, that’s her set of values that she stays true to regardless of push back.
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One of my favorite quotes from Dale Carnegie is: “If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Whether talking about customers or employees it comes down to proactive-intentional-empathy.
So how do our friends across the pond design memorable brand experiences? One example that does a great job of staying true to their values is IKEA.
We’re now operating in an environment where brand experience and customer experiences are blending together. Brand values with memorable experiences are no longer nice to have, they’re required.
Last week I had the honor and pleasure of guest teaching at USC’s consumer psychology graduate program, and I’m pretty sure the students had as much fun as I did teaching as they did learning and being entertained. And I’m happy to report that the students were not only sharp, but they were also fascinated by customer experience. Not so much the idea of customer experience (CX), but how it’s taken a business discipline such as CX to help companies purposely design experiences. In other words, they were a little surprised that CX isn’t a standard practice, and I couldn’t agree more!
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