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Advertising doesn’t build your brand, says Walter Pike, brand interaction does.

Posted: May 13th, 2005 | Author: | Filed under: Marketing | 2 Comments »

This is a very nice, succinct article in support of the idea that the “experience is the brand”. I very much like the simple framework describing the forces that drive the customer experience:

  1. the customer frame of reference
  2. the customer’s expectations – often set up by advertising
  3. the customers actual experience

I’m a big believer in the expectation/experience gap. Kind of why unrealistic expectations set by adverts, sales people, or marketing collateral, will always be part of the equation when the customer finally takes the plunge and engages with your organization.

So let’s strip out years of indoctrination and get to the real issue. The entire energy of every organization should be focused on one thing, the customer experience. This is true whether you are in the public or private sector, deliver a service or a product, a manufacturer, a wholesaler or a dealer.

marketingweb.co.za: Advertising doesn’t build your brand, says Walter Pike, brand interaction does.

  • http://walterpike.com Walter Pike

    Hey just found this old article – was interviewed on radio today. Glad to find that although I have moved on as much as I have the article is still relevant and that I am still with my core thesis.

    twitter: @walterpike

  • http://walterpike.com/2009/12/advertising-cant-build-brands/ Advertising can’t build brands. | PiKE’s Thinking …

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