This blog comprises excerpts from a long-form work detailing brand system theory. These excerpts are not in any intentional arrangement or sequence; however, if one chooses to follow a preferred path, they can be sorted according to general categories (click on the small text above the titles).
Above All, Experiences
Experiences represent the supreme expression of the brand’s values and value.
Touchstones and Touchpoints
It’s one thing to say we have performed according to brand expectations, but it’s another thing to say we have met our brand promise.
Designing Brand Experiences
It’s hard to design a brand experience and deliver it according to plan. But it’s worth the effort.
Magnetic Moments
A single, impactful moment can make a tremendous difference in the perception of the brand.
Check Your Operating Culture
The health of your brand’s reputation depends on operational fluency. How do your operations stack up?
Brand Gemba
As the steward of the organization’s value proposition, operating culture directs the methodology of brand experiences.