Brand: Developing a Holistic Consumer Experience
All agree that a strong brand—one that commands loyalty and trust—is a valuable asset. The challenge is developing and sup-porting that kind of relationship, a relation-ship that can embrace products, services, facilities, packaging, and collateral material, the corporate mission and values, customer service and employee training, websites, blogs, social networking sites, and many other interactions. some of these connec-tions you can touch and see—the display, the banking center, delivery trucks. Others are intangible—a shared commitment to sustainability or the fact that your local Lexus dealer picks up the car when you need service and leaves you a loaner. The essence of branding is weaving all these types of experiences together so that they deliver a coherent and consistent message.
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