Consistency is Critical Element of Brand Success

The best brands provide a consistent customer experience that reflects their core value proposition. Everything they do (and how they do it) contributes to the same image of the brand. Unfortunately, many companies fail to recognize the link between the customer experience they generate and what they think their brand stand for. Take Clublink as [...]

Selling an experience doesn’t matter when you don’t execute

The cruise industry has embraced marketing 101. They are not selling vacations or travel, they are selling something more. Consider two examples. Norwegian (NCL), is selling “freedom” and Carnival is selling “fun.” The selling point is the experience and each cruise line is aimed at a particular market. Delivering on that experience is then built into [...]