Excelling in Brand-Led Customer Experience

Simply put, products are far easier to brand successfully than services. Products are able to leverage able to leverage quality control in production. They can differentiate on materials and colors. And most importantly, the customer can hold, see, smell, touch, and taste the product.

Still, there are many outstanding service brands, brands that have created enormous financial value and good will in the marketplace. Think Google, Taj hotels, Disney, Cirque-du-Soleil.

So what is the difference between service brands that excel and those that remain well regarded but not truly loved?

Differentiators are the key, and the key to brand-aligned service differentiators is an impenetrably strong brand-aligned service culture.