How to Drive Long-Term Growth Through Customer Experience
I'm always looking for ways to improve my brand marketing skills, so I'm constantly on the lookout for new books and resources. I recently came across Breakout Brands by Jared Schrieber, and I was immediately drawn to it because it's based on research and data. I'm a big believer in using data to make informed decisions, so I knew this book would be a valuable resource for me.
I'm also curious about the specific factors that contribute to brand growth. I want to know what brands are doing right, and how I can apply those lessons to my own brand marketing. That's why I'm so excited to read Breakout Brands.
I'm still working my way through the book, but I've already learned a lot. Schrieber provides a clear and concise overview of the research, and he also offers practical advice on how to build a strong brand. I'm confident that this book will help me to take my brand marketing skills to the next level.
I'm especially interested in Schrieber's findings on the importance of customer experience. I believe that creating a positive customer experience is essential for long-term brand growth. I'm excited to learn more about how I can create a customer experience that will keep my customers coming back for more.
I'm grateful that I came across Breakout Brands. It's a valuable resource for any brand marketer who wants to learn more about how to build a successful brand.
Consumers' Product Experience Drives Long-Term Brand Growth
In his book Breakout Brands, Jared Schrieber argues that consumers' product experience is the most important driver of long-term brand growth. He writes:
"The more we purchase a brand, the more experience we gain with it. The more positive those experiences, the greater the brand equity."
Brand equity is the value that a brand adds to a product or service. It is the positive perception or emotional attachment that consumers have towards a brand, which can influence their purchasing decisions and overall loyalty to the brand.
Schrieber explains that consumers are more likely to pay more for a brand that they have had positive experiences with in the past. He cites the example of Advil, which is a brand of ibuprofen that is more expensive than store-brand ibuprofen. Many consumers are willing to pay more for Advil because they believe that it is a more effective product.
Schrieber goes on to identify some key ways that brands can generate equity:
Making their products more memorable: This can be done through creative branding and packaging, as well as by creating products that are unique and innovative.
Making their products more attractive: This can be done through design, as well as by using high-quality materials and components.
Making their products better at getting the customer's job done: This is the most important factor, as consumers are ultimately looking for products that meet their needs and solve their problems.
Schrieber also found that the brands that were most successful at driving long-term growth were those that were seen as innovative, honest, intelligent, and high-quality. These brands also demonstrated a better understanding of consumers' desires, lifestyles, and usage occasions.
What does this mean for brands?
Brands should focus on creating positive product experiences for their customers. This means delivering products that are high-quality, innovative, and meet the needs of consumers. Brands should also focus on building relationships with their customers and understanding their desires and lifestyles.
Here are some specific things that brands can do to improve their product experience:
Conduct regular customer research: This will help you to understand what your customers want and need.
Listen to customer feedback: When customers complain about your products or services, take their feedback seriously and take steps to address their concerns.
Invest in product development: Continue to develop new and improved products that meet the needs of your customers.
Provide excellent customer service: This will help to ensure that your customers have a positive experience with your brand, even if they have a problem with one of your products or services.
By focusing on creating positive product experiences, brands can build strong customer relationships and drive long-term growth.