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Brand Experience

Analysis and Insights
for BX Leaders

Crate & Barrel on experience gaps: why they occur and how to close them

Experience gaps occur when a brand fails to meet expectations at any point along the customer journey. It could be a big brand disaster: “I didn’t expect the shop assistant to kick me in the shins – but they did”. A pretty huge experience gap, but thankfully for retail brands a rare occurrence. More frequent […]

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Brand-building tips from Stance founder and CEO Jeff Kearl

 The answer to a single question can determine your brand’s success for years to come. “What is the nature of your business?” Your answer tells consumers how your brand is different to competitors. Of course you could compete on price – but saturated and competitive markets mean you would ultimately be in a race to […]

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Why popular culture matters when creating breakthrough brand experiences

Are your customers’ attention spans really getting shorter? New research suggests not. In fact, attention spans might just be getting longer, with more than half of respondents saying they can give a piece of content more attention today than they could a year ago. However, half also said they are more selective about the content […]

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7 tips from CBS to help your C-Suite understand and appreciate data

The C-Suite used to tolerate a little more ambiguity when it came to insights and market research. In a time before big data, they’d accept an insights team saying that the data “probably” means XYZ will happen. Today, every company is blessed with an abundance of data, and as a result executives expect a higher […]

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5 easy ways to use customer testimonials in your marketing efforts today

This is a guest post from our friend, Jordan Wahl, of G2 Crowd    Let’s face it – building strong brand equity isn’t easy nor can it be done alone. It’s more than the work of one mastermind, and it’s more than the success of one big marketing campaign (as nice as that sounds). To […]

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X4 2019 recap, day two: was that okay?

Part of the problem with booking X4 keynote sessions to follow icons like Sir Richard Branson and President Barack Obama, is that they are undoubtedly tough acts to follow. But not if you’re—you know—Oprah. (more on her incredible keynote later) First, an admission: even after a great first day, we had room to improve the […]

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