Today, customers are overwhelmed by abundance of choice. In our over communicated society, brand is the only answer for you to be seen and heard.
You might ask, what is a brand? We (and many other experts) say that it is a combination of attributes which creates values in a variety of different ways to both you and your customers.
In today's cluttered markets, brands offers you recognition and customers loyalty, confidence and satisfaction. The state of being relevant, of benefit and unique create perception that drive financial performance.
You know how to be relevant to customers and you definitely know how to ensure that you are of benefit. How about being unique? A classic story of blind taste test might give you a better idea on what the power of brand is all about.
As a reaction to an intimidating blind taste result between its archrival - the rival did taste better in the blind taste test, a market leading soft drink was once re-formulated. The logic behind the action was fair enough - customers would feel happy when their iconic soft drink tasted even better back then. Ironically, the 'new soft drink' only got to face public cry-out. So, the good 'old soft drink' brought back to market.
The lesson learned - it is not the formula that makes the market leader taste better than its archenemy; the emotional power of its brand is.
So now, brand is about customers' experience and emotion.
Talking about creating emotional power of a brand, Nuevo sees it as effort of making customers' or users' experience a unique, pleasant and memorable one. You could do that in various ways; whether it is through your deliverables (the attributes, features and values), your people, supporting actions (marketing tactics, public relations) etc. It is simply because each time you are in touch with your customers, you will have the opportunity to either enhance or degrade your brand.
