Branding Roundtable 5
Brand and Customer Experience
Bring on the legions of brand strate- gists. Research, position and activate as you will.
Your brand’s reception, and ultimate success, rests not so much in what you promise and plan as in how it is experienced by the individual consumer, at every touchpoint, in every aspect. Today, experience looms as the ultimate arbiter of brand success (and is variously referred to as brand experience or customer experience).
Thomas Mueller, CXO (Chief Experience Officer), Siegel+Gale
Don Peppers, Founding Partner, Peppers & Rogers
Eric Villain, Managing Director of the US Brand and Customer Experience Division of GfK
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