Brand Experience

The latest brand stories and insights

Get the latest advice and best practices from our brand experience experts and see the stories behind some of the world’s most iconic brands.


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Disruptive innovation: 4 times brands disrupted their own business models

Disruption is a big buzzword, especially in the world of tech. But what does it truly mean to be disruptive, and what’s the key to doing it well? We found that some of the best insights come from br...

By Ross Lambert


Forrester Study: Economic Impact of Qualtrics CustomerXM

Experience management from Qualtrics isn’t just a good strategic decision. It’s an excellent financial decision. In a Qualtrics-commissioned Total Economic Impact™ study (TEI), Forrester Consult...

By Catherine Thurtle


Where to stay during your X4 visit

X4 will return in 2021. As we've continued to monitor the ongoing developments of COVID-19, we have determined that in order to provide the best experience possible for attendees, we will NOT host X4:...

By Qualtrics


3 tips for growing your brand through research

Are you using research and insights to cut through the noise and build a brand that truly stands out? This is the question Steve Lockwood, Head of Insights and Marketing Analytics at Australia’s ...

By Lachlan Malone


Product and pricing research — how conjoint analysis takes the guesswork out of product development

Imagine a life with unlimited resources to build the next ‘must-have’ product or develop your latest upgrade. Or one in which the cost of materials or development had no interconnection with the p...

By Amy Bates


Why Amazon is a leader in customer experience

Amazon Prime day is upon us once more, and as the world’s biggest online retailer looks set to sell more products than ever before, it’s important to remember what got Amazon where they are - no, ...

By Chelsea Hunersen

Brand positioning in the era of disruption, brand purpose and evidence-based marketing

Even though 50 years have passed since it was introduced, many marketers still view the concept of positioning as the basis for brand strategy. First coined by Jack Trout in 1969, positioning was what...

By Franck Sarrazit


What is Brand Image and how do you measure it

In 2006, Blake Mycoskie witnessed the hardships children without shoes had in Argentina, and developed Tom’s shoes, a company that gives one pair of shoes to a child in need for every pair sold. You...

By Diana Kaemingk


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 sh...

By Jared Gardner


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 co...

By Ross Lambert


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 mastermi...

By Qualtrics


See all the XM Platform Innovations from X4 2019

X4 Experience Management Summit 2020 - March 10-13. Book Your Spot Today! Register Now  What an incredible event at X4! I’ve been to many events in my career, but this was ha...

By Jared Gardner

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