Download exclusive e-book on brand building in the experience economy
Download exclusive e-book on brand building in the experience economy.Photo: . Pictures may be protected by copyright.
At the turn of the Millenium, the biggest brands in the world included Nokia, Dell, MTV, AOL and Barbie.Today, those that survived can’t squeak into the top 100 after being swatted aside by the likes of Apple, Uber, Spotify and Netflix.
At the turn of the Millenium, the biggest brands in the world included Nokia, Dell, MTV, AOL and Barbie.Today, those that survived can’t squeak into the top 100 after being swatted aside by the likes of Apple, Uber, Spotify and Netflix.It’s a reminder of how – in a world of endless tech disruption – customers are willing to abandon what they know in favour of businesses which prioritise delivering great user experiences.There’s no denying in 2019, the experience economy is king.To help businesses of all sizes succeed in this era of business, the leader in experience management, Qualtrics , has produced a free e-book called Growing Your Brand in the Experience Age.To download your copy, simply fill out the form at the bottom of the page, hit submit, and click the link on the page you’re directed to.In the experience economy, companies face a new generation of consumers who have more options to choose from than ever before.New brands are constantly coming to market offering unique products and services to challenges and desires consumers didn’t even know they had.Such is the impact of this new economy, research by growth strategy consultants Innosight estimates three-quarters of today’s S&P 500 will be replaced in 2027.Meanwhile, brand reputation – the old-fashioned definition of brand – is increasingly influenced by factors outside marketers’ control, such as product development and employee experience.Brands are under unprecedented pressure to stand out from the crowd and to innovate at speed and scale.All of which means a new approach to brand growth is required – one used by recent success stories such as Dollar Shave Club, Deliveroo, WeWork and Peloton.At the X4 Experience Management Summit in Sydney, Uber’s Sonny Sethi explained why being “customer-obsessed” is fundamental to the brand’s rapid growth.Uber’s head of research, insights and planning ANZ, said: “We understand the difference between experience and expectations.There’s a lot of customised research, loyalty research and global master brand research.” During his session, he explained how the brand is increasingly pouring resources into not just safety, but the perception of it.A new emergency SOS button, for instance, can instantly send location and driver numberplate information to the authorities, while it’s possible to share journey progress with a friend or family member.The business stops at nothing to obtain feedback.Research available to the GM is shared to even the most junior employees; 100 focus groups a year are conducted with drivers; and customers are invited into the office to give their views first-hand. “It’s data democratisation,” he said.In order to grow a brand, then, companies must increasingly fulfil a role in people’s lives, make it relevant and deliver on it brilliantly and consistently.They must also remember four basic principles: Purpose – Fulfilling a consumer need.Consistency – Maintaining a high standard.Differentiation – Invest in campaigns that separate you from the pack.Resonance – Delivering on purpose.To download your copy, simply fill out the form below, hit submit, and click the link on the page you’re directed to.Download Growing Your Brand in the Experience Age e-book Name * First Last Email * Phone number * Job title * Company name * Country * Afghanistan Åland Islands Albania Algeria American Samoa Andorra Angola Anguilla Antarctica Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bermuda Bhutan Bolivia Bonaire, Sint Eustatius and Saba Bosnia and Herzegovina Botswana Bouvet Island Brazil British Indian Ocean Territory Brunei Darrussalam Bulgaria Burkina Faso Burundi Cambodia Cameroon Canada Cape Verde Cayman Islands Central African Republic Chad Chile China Christmas Island Cocos Islands Colombia Comoros Congo, Democratic Republic of the Congo, Republic of the Cook Islands Costa Rica Côte d'Ivoire Croatia Cuba Curaçao Cyprus Czech Republic Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Eswatini (Swaziland) Ethiopia Falkland Islands Faroe Islands Fiji Finland France French Guiana French Polynesia French Southern Territories Gabon Gambia Georgia Germany Ghana Gibraltar Greece Greenland Grenada Guadeloupe Guam Guatemala Guernsey Guinea Guinea-Bissau Guyana Haiti Heard and McDonald Islands Holy See Honduras Hong Kong Hungary Iceland India Indonesia Iran Iraq Ireland Isle of Man Israel Italy Jamaica Japan Jersey Jordan Kazakhstan Kenya Kiribati Kuwait Kyrgyzstan Lao People's Democratic Republic Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Macau Macedonia Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Martinique Mauritania Mauritius Mayotte Mexico Micronesia Moldova Monaco Mongolia Montenegro Montserrat Morocco Mozambique Myanmar Namibia Nauru Nepal Netherlands New Caledonia New Zealand Nicaragua Niger Nigeria Niue Norfolk Island North Korea Northern Mariana Islands Norway Oman Pakistan Palau Palestine, State of Panama Papua New Guinea Paraguay Peru Philippines Pitcairn Poland Portugal Puerto Rico Qatar Réunion Romania Russia Rwanda Saint Barthélemy Saint Helena Saint Kitts and Nevis Saint Lucia Saint Martin Saint Pierre and Miquelon Saint Vincent and the Grenadines Samoa San Marino Sao Tome and Principe Saudi Arabia Senegal Serbia Seychelles Sierra Leone Singapore Sint Maarten Slovakia Slovenia Solomon Islands Somalia South Africa South Georgia South Korea South Sudan Spain Sri Lanka Sudan Suriname Svalbard and Jan Mayen Islands Sweden Switzerland Syria Taiwan Tajikistan Tanzania Thailand Timor-Leste Togo Tokelau Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Turks and Caicos Islands Tuvalu Uganda Ukraine United Arab Emirates United Kingdom United States Uruguay US Minor Outlying Islands Uzbekistan Vanuatu Venezuela Vietnam Virgin Islands, British Virgin Islands, U.S.Wallis and Futuna Western Sahara Yemen Zambia Zimbabwe Country * By submitting this form, you agree to receive marketing information from Qualtrics and Mumbrella.To find out more about how Qualtrics uses your data, visit qualtrics.com/privacy-statement . 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