November 10th, 2011 By Jack Morton
With almost two months to go in 2011 it’s a bit premature to be calling the year, but at the risk of being premature, here are 3 brand lessons that stick out for me:
#1: The best brands are experience brands.
Jack Morton is about to release our first “Best Experience Brands” study (email me to learn more). We learned that consumers really do prefer brands that offer unique experiences. When we asked what brands they think are experience brands, Apple was by far the top choice—as I said, the best brands are experience brands.
#2: Brands that deliver an inconsistent experience will suffer.
Netflix: the problem wasn’t that the experience was bad so much as that the experience Netflix customers were promised wasn’t the one they got.
#3: Standing for something is part of experience.
Starbucks will never win over my foodie friends, but it remains a brand that outperforms competitors based on providing a superior experience—and increasingly, that experience has included taking a stand, sometimes on touchy matters like political contributions and gridlock. My favorite: Create Jobs for USA, developed by GOOD Projects.