There’s a new Apple roadblock ad on the New York Times site that cites a Forrester Report by Bruce Temkin, my former mentor. Companies have touted their Consumer Report scores for a long time, and so using Forrester’s rankings isn’t fundamentally different. But it is one small indication of a much larger trend: brands are defined by the sum of a customer’s interactions with its products. Just in the same way that our impressions of each other as individuals is shaped by our social interactions every day at work or at home.
Bottom line: experience matters. Check out Bruce’s blog because he regularly explains how big companies can change their internal cultural and processes to focus on experience.