Put down the megaphone. “Your brand today is no longer what you tell people it is.” This is the first line in the #DX manifesto.
The remainder is:
“It is the differentiated experience (DX) your employees deliver.
It is what you stand for and how your customers feel about you.
And most importantly, your brand is what your customers tell others about their experience.”
Let’s examine the notion that it is no longer an option for marketers to just “tell and sell.”
Today’s consumers pay little attention to the promises brands make. Instead, they rely on authentic stories about what others have experienced.
The biggest differentiator is the experience itself. Russ Klein shared in the Foreword for Purple Goldfish 2.0,
“While modern marketers can’t control the story, we absolutely can control the experience. And customers will reward great experiences by sharing positive stories about brands that, in turn, become the brand itself.”
He frames the new formula for brand-building as experience to the power of story.
Experience design is the next frontier. Smart brands will find ways to add signature value to their experiences. In doing so, they’ll enhance differentiation and giving customers a reason to share.
Do you agree or disagree?
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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.
Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at StanPhelps.com.