In my last post, I took to task a local chain of fitness centers for announcing a “re-branding” but delivering only a “name change.” Because your brand is everything you do, I argued, you can’t truly re-brand by simply slapping on some paint and putting up a new sign – or redesigning your logo, website or whatever.
If you want to re-brand, you have to change the experience you provide. That’s because your experience creates perceptions in the minds of your customers. Those perceptions, in turn, define your brand. Continue reading “The Brand Experience Map”