Are Customers Truly Connected to Your Brand?

Poor and failed brand, marketing and service experiences can
naturally make or break a brand in what many call the experience
economy. Customers can be creeped out as a function of
personalized online marketing. Customers can have perceptions of
dark/negative brand personalities.


Brands need to consider being authentic and sincere and engaging
in storytelling as a premium service. Not just for the sake of
storytelling, but because that's backed up by your internal
mission where employees buy into that story as well.


Mansur Khamitov, assistant professor of marketing at the Kelley
School of Business in Indiana University, shared those and other
brand strategy and marketing tips based on his in-depth research
in the latest CX Decoded Podcast with co-hosts Rich Hein and Dom
Nicastro of CMSWire.