It’s been 20 years since the first major label experiment in putting music online: on Jun 27, 1994, Geffen Music put a WAV file of Aerosmith’s “Head First” on Compuserve, which waved its hourly fee for people who wanted to download the track over their dial-up modems.
Through discussion, research and reflecting upon past experience, we discover that it is a story the consumer buys, not a logo. A story that sticks in people’s minds, supported by a consistently memorable customer experience creates loyalty.
Consumers can connect with a brand in a myriad of ways – through websites, apps, digital advertising, magazines, events, shopping environment, packaging, product, customer service … the list is truly endless. What is important is that if a customer has a bad experience in one of those touchpoints, it will be difficult to correct that experience. A great logo will not be enough to save the brand."
via Peter Spear(via paulisakson)