The Brand Experience Swingometer.
Why it matters.
Chatting to a client of mine the other day, our conversation became quite heated. We were discussing what makes a brand experience. My client said ‘great brands are consistent brands, and great experiences are absolutely consistent, where everything is the same and you know where you are’. I do not agree. Great brand experiences are partly consistent and partly inconsistent - where experiences have enough consistency for customers to recognize the brand, but are also flexible