September 30, 2005
A Brand is More than a Promise
The Brand Builder blog makes some amusing yet valid points about the importance of the customer experience based on an unpleasant evening at an Italian restaurant.
I agree that a brand is more than a promise, it's an experience. It's even more than an experience, however.
That experience is reinforced by the brand name used to describe it. For instance, Virgin Atlantic refers to its New York to London flight as "Suite Dream". Singapore Airlines also uses a clever name for its business class service - Raffles Class. Raffles as many know, is also a very exclusive and upscale hotel in Singapore. This hotel is known for an unparalleled guest experience as is Singapore Airlines, one of the most profitable airlines in the world.
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