People, and more importantly consumers, now interact with brands all day, every day. Every touch point – web, face-to-face, advertising or any other, influences our opinion of a brand. The sum of these touch points and interactions comprise a person’s brand experience.
Brand experience is very powerful – it either drives a person closer to a brand, creating loyalty and advocacy, or it drives them away creating resentment and defection to a rival. So this intangible element of brand experience needs to be carefully managed to drive consumers in the right direction.