THE CUSTOMER EXPERIENCE
A brand is personal (as it lives in the mind of each individual), and it can be affected by just about anything. Perhaps the best way to define the idea of a brand is to say that it is the sum of every customer experience. It is everything, all put together.
The single most important factor that influences the brand is the customer's personal experience. Once an individual has a personal experience with an organization, that experience outweighs everything else.
Think back to a negative experience you had with a company—maybe a restaurant or retail store. You probably cannot see that company's logo or hear its name without remembering the negative experience you encountered there. You may find yourself annoyed every ...
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