Customer Experience
Branding is dead. Long live the brand!
I’d suggest that alot of what I do as Strategy Director at DNA is customer experience design. Simplistically if you design and deliver customer experiences you are branding.
“Brand” is all the past, present and future associations about an organisation that have some value in the eyes of the customer.
“Branding” is designing, building and operating everything in the present thereby creating positive memories and valuable future promises.
Customer experience is the interaction between a person and a business at any number of touchpoints. If you design and deliver customer experiences you are branding. So they are one and the same or another term for the same thing.
The problem with this thinking is that it is completely wrong.
MoreWhat Is Open
Open is a forum for exploring Commercial Intimacy – by looking at what’s evolving in the worlds of consumers, and where this is both challenging and liberating for business.
Open’s goal is to examine trends, issues and innovation, plus be a forum for discussion within the broader topic of Commercial Intimacy.
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Who Is DNA?
DNA is 55+ people, 4 disciplines, 2 locations, 21 years old and always curious.
We are insight-led, we question and challenge until we get to the heart of what will deliver the most intimate experiences for your customers in the most valuable and sustainable way for your business.
We have expertise in research, strategy, digital, retail, brand, product development, integrated marketing and internal and external communications. We design great brands; create innovative digital and interactive solutions, retail experiences to take customer intimacy and engagement to new levels – all of which we view within the context of Commercial intimacy.
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