The Fellows Fundamentals: It takes a whole brand experience to earn customers’ decisions

As part of The Fellows Fundamentals series Charlie Dawson and Anna Miley breaks down the brand experience. 

Earning customers’ decisions takes more than a strong product or service. The whole experience needs to be strong. Easy, appropriately enjoyable, in some way making life better so people feel good about making their choice. This means organisations need to work harder than they used to, creating value beyond a transaction and ensuring touchpoints reflect their brand’s values and personality.

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