Creating positive, lasting brand experiences is a crucial mandate

If the future of a company’s brand is dependent on shared experiences, it is important to adopt positive reinforcement and positive psychology in order to create shareable, meaningful moments. This means that companies must invest in the consumer as well as in these positive moments.

If I, for example, value you as a customer, but I ask you in return to share a great experience you’ve had with my brand, I should have a loyalty program that rewards you for your advocacy. This new strategy for loyalty and advocacy determines the future of the brand. It’s not going to be defined by the company, but by everyone.

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While a lot of this post has to do with how companies need to re-invent themselves to stay relevant (a process that Solis calls creative destruction,) there is also a big idea which is rewarding customers for sharing their experiences. This is liable to be controversial!