Brand Experiences Are Your Only USP

What is a marketer to do in a million-marketing-messages world? Now more than ever, there is trouble with messaging, trouble with placement, trouble with penetration, and trouble with recall in a fractured media ecosystem. But, if you ask me, it's about time things were shaken, not stirred.

In a world with near-perfect information at the consumer level, we're playing open-face poker. That means bad companies can no longer hide their bad behaviors. It means we'll put humanity back into commerce. It means transparency will reign supreme in marketing messages, because truth is the only thing that consumers will believe and buy.

That's why, more than ever, the emotionally-resonant brand experience is not just the best USP; it's the only USP you could choose as an organization looking for results-based marketing. Your brand experience is the only thing you can say with authenticity. It's also the only thing you can own that your competitors can never have. A differentiating, honest marketing strategy? Sounds like a dream to me.

To produce an outward-facing brand built on real, honest experiences, you must start with your first line of customers: your employees. To see how internal technologies - like corporate intranets - can positively influence your marketing and grow your business, check out this video about the user experience of an intranet at Microsoft in Times Square. Enjoy!

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