The Quisenblog

Quick, what do BMW, Dyson Vacuums and Fed Ex have in common?

They are each a company that has successfully leveraged a strong, unequivocal Brand Vision to “surround” the customer.

For years BMW has been all about selling the ultimate driving experience. This goes beyond the car’s design and engineering. It takes into account every way the driver experiences the vehicle. Every detail, from the design of the jack to the ergonomic feel of the cockpit to the tuned exhaust to the look, sound and smell of the service centers is in line with what drivers would experience as “ultimate.”

Dyson has brought innovation and problem-solving technology to a heretofore-mundane home appliance. The company is taking the entire experience of using its vacuums very seriously – always looking for ways to improve and rethink them.

And Fed Ex? In recent years it has embarked on a campaign to extend its Brand Vision of “reliable shipping” to the online and retail spaces as well.

The point we’re hoping to make is that a Brand Vision, rather than being restrictive, is actually freeing. It frees you from limiting your efforts to often-overthought touchpoints and considers how that Vision can affect and have an impact on customers away from the marketing space. This is the true path to creating authentic, meaningful customer experiences, and it is also the way to help yourself stand out from your competition.

A meaningful Brand Vision will help you do more than just sell to your customers. It will help you surround them.

Similar Posts:

• ON BRANDED EXPERIENCES.
• THE MARKETING BUZZWORD-DU-JOUR: ALIGNMENT
• The First Janitor in Space
• A Brilliant Brand Vision, Up in Smoke. (Or, Who Says The Citi Never Sleeps?)
• LOOK WHO’S TALKING.

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admin On Customers, Ramblings advertising, marketing, Spokane