BRAND CONNECTION: Integrate design & delight

by Anne M. Berg

Customer insights – understanding what truly inspires your customers – should drive your business. It’s within these understandings that you’ll find the answers to virtually every question you face. And the key is to look beyond the data and into the realm of emotion. Because every human decision takes place in the limbic brain where emotions rule and where meaning lives. People buy story and metaphor, hope and promise, future and purpose.

Today’s most successful companies design their end-to-end customer experience with heart. Imagine the joy and delight associated with using these exemplary brands: Nest, Kayak, Tesla, Apple, Google. Each is customer focused and design driven, while having a grand vision of tomorrow.

Focus on a few critical initiatives to build an enduring and relevant brand: