At their core, brands stem from organizational culture and are realized through multiple channels and touchpoints in complex environments of endless choices, diverse people and settings, and variable change. Much more than a logo or tagline, a brand manifests itself during interaction—experienced by users (people) who attach meaning and memory to stories, decisions and actions. In a lightening-fast paced world where everything is a service, service is an experience and where experiences are socially amplified, developing trusting relationships that authentically satisfy and inspire is essential.
Companies who work with intent to become more relational by focusing on people and their real life needs and by dedicating themselves to the ongoing improvement and innovation of their services gain a competitive edge—think Apple, Amazon, Lyft, Airbnb and Netflix. An edge built on its ability to consistently deliver upon its experience promise and capacity to foster relationships that translate into internal and external “fandom”—enlivened people who reward companies through their engagement, loyalty and championing.