If the value of a brand is the value of the customer's experience, then it stands to reason that said value is cocreated with the customer since the customer plays an integral role in the creation of the experience. Right?
Okay, now stop and think about what you are doing -- what ever activity it is -- and answer these three simple questions:
1. Are my customer's experiencing this activity?
2. Is the activity creating a positive experience for the customer?
3. Will this activity improve the future experiences of my customers?
If you answered "no" to those questions, you're activity is valueless. Figure out a way to stop doing it, or change the way you do it, so you can get on with the critically important job of adding value -- to your brand, to people's lives, to your organization, and, ultimately, to your own work and life.
Posted July 9, 2009
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Tom,
Excellent thinking. As in other relationships in life, every experience either adds to or detracts from the quality of the relationship. Even if it seems to be some small thing, it matters in some way. Make it count.
Posted by: Dan Gunter | July 09, 2009 at 08:03 AM
Hi Tom,
I really enjoyed your post. It made me reflect for the first time about what does brand value mean to me.
I posted my thoughts on my blog : Building Brand Value @
merineau.blogspot.com
Etienne
Posted by: Etienne Merineau | July 11, 2009 at 07:11 PM