Your entire company — not just the marketing team — should understand this dynamic so everyone can deliver the same message. This kind of knowledge can empower a brand to move forward in unexpected ways, wowing customers with memorable products and memorable moments.
We're in an era in which customers seek information. With a simple click, they have the ability to quickly experience your competition. Loyalty is fleeting; only a memorable experience will create a sticky brand.
Lois Boyle-Brayfield is chief engagement officer for the multichannel design and marketing firm J. Schmid & Assoc. Reach Lois at loisb@jschmid.com.
