Many times brand concentrate efforts on externalities. As much as this is good, over concentration on externalities will add little value to brand performance particularly at this time of crunch.

It is now proved beyond doubt that brand experience and solution count more than any slogan of ‘top quality and satisfaction’. Brand experience and solution dominate the scene today. This is because whoever has the best story in terms of experience takes the show away. Branding like human is a character issue not just outrageous bragging that is not supported by emotional experience. While I do not under rate the power of visual identity and first class communication technique through advertising and public relations, brand must realize it will thrive more on experiences people have through all the channels especially the contact points. We must realize that products and services will become less pronounced when compared to experiences as time goes by.

Experiences begin with words that are crafted in the brand stories and ability to match the words with corresponding actions. Tom Peter says ‘we shape our buildings and the buildings shape us through perception of others about the quality of person living inside. To send strong message in terms of experience, brand must avoid business language that is unemotional, formal. Brand must recognize that to mature and gain enough credibility it must sell experience by wearing the shoes of the stakeholders. Brand must stop waiting for producers of such experiences but to produce those experiences by personal action.

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