{"id":175,"date":"2011-05-18T07:56:00","date_gmt":"2011-05-18T07:56:00","guid":{"rendered":"https:\/\/anne.myupcomingsite.com\/best-brands-create-narrative-around-customer-experience\/"},"modified":"2013-07-26T02:03:35","modified_gmt":"2013-07-26T02:03:35","slug":"best-brands-create-narrative-around-customer-experience","status":"publish","type":"post","link":"https:\/\/anne.myupcomingsite.com\/?p=175","title":{"rendered":"Best Brands Create Narrative Around Customer \u2018Experience\u2019"},"content":{"rendered":"
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Apple has usurped Google as the world\u2019s most valuable brand, according a new study by global brands agency Millward Brown.<\/p>\n

The success of Apple\u2019s brand goes beyond growth prospects and financial numbers \u2013 and is more about creating a compelling customer experience \u2013 one that makes connecting online not only easy but fun!<\/p>\n

Anyone\u00a0who has\u00a0tried out an iPad knows just how fun — and\u00a0addictive — this gadget can be. My brother never leaves home without his. My kids are enthralled with\u00a0the\u00a0utility and fun applications that are a few finger touches away. It\u2019s so easy that my elementary-school aged son can navigate from\u00a0 FaceTime\u00a0connection to relatives in Chicago, to watching aYouTube trailer of his favorite Harry Potter movie.<\/p>\n

I agree with Christopher Meyer\u2019s March 1st \u201cWorking Wider\u201d blog post<\/a> that one of the three cornerstones behind Apple\u2019s transformation is its success in creating compelling customer experiences. Apple\u2019s own 10K filing says it all. The company\u2019s Business Strategy narrative states it is committed to \u201cbringing the best user experience to its customers.\u201d<\/p>\n

Brands such as Coca-Cola, Nike, IBM and Google have successfully embraced this concept of creating a customer experience with their brands.<\/p>\n

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\u2022 Coca-Cola, as part of its \u201cHappiness\u201d campaign, videotaped what would happen if a Coca-Cola vending machine placed on a college campus could deliver \u201cdoses of happiness\u201d \u2013 first, bottles of the beverage\u00a0then anything from\u00a0flowers and balloon animals to subs and\u00a0pizza. The Happiness YouTube video<\/a> went viral, attracting some 3.5 million hits globally to date, which has helped Coca-Cola connect more closely with its already loyal customer base.<\/p>\n

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\u2022 Nike\u2019s \u201cJust Do It\u201d campaign of the 1980s made exercising hip and cool \u2013 even fun. It allowed Nike \u201cto tap into the fitness craze of the 1980s,\u201d with a tough, take-no-prisoners ad campaign, according to a mini-case study on the campaign published by management consulting firm, CFAR Center for Applied Research. \u201cNike became a self-fulfilling image prophecy: if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike.\u201d<\/p>\n

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\u2022 IBM\u2019s brand campaign, \u201cLet\u2019s Build a Smarter Planet,\u201d is ingenious in that it gets the company\u2019s employees talking about how they\u2019re contributing to a smarter planet whether it\u2019s through smarter transportation systems, better designed cities or smarter communications infrastructure.<\/p>\n

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\u2022 Finally, here\u2019s a storytelling gem from Google<\/a> that\u2019s in a class by itself —\u00a0that instantly connects dads (and daughters) everywhere.<\/p>\n

Of course, there are talented, creative storytellers driving these customer-centric brand campaigns. Look for the brands that most inspire you online \u2013 experience them \u2013 and apply their storytelling magic to elevate your or your client\u2019s own brand story.<\/p>\n ","protected":false},"excerpt":{"rendered":"

Apple has usurped Google as the world\u2019s most valuable brand, according a new study by global brands agency Millward Brown. The success of Apple\u2019s brand goes beyond growth prospects and<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[381,382,384,383,380,385],"class_list":["post-175","post","type-post","status-publish","format-standard","hentry","category-brand-strategy","tag-apple","tag-coca-cola","tag-ibm","tag-nike","tag-success-of-brands","tag-telling-your-brand-story"],"_links":{"self":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=175"}],"version-history":[{"count":3,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/175\/revisions"}],"predecessor-version":[{"id":580,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=\/wp\/v2\/posts\/175\/revisions\/580"}],"wp:attachment":[{"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anne.myupcomingsite.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}