Brand Your Success By Enlivening Customers’ Experience

1. Develop a schemata (customer’s frame of reference). Calling it the “curse of knowledge,” Boyle said that many catalogers know too much. “We get so close to the product that we ignore the customer.” She cautioned the audience to avoid defining its customer too broadly.

Ask yourself, “Who are you?” The answer to this question should be your brand, Boyle said. She cited two effective brand promises: Volvo’s guarantee of the safest ride to parents concerned with their children’s well-being and Harley-Davidson’s promise of fantasy — complete freedom on the road and a camaraderie of membership. Great brands never sit still; brand evolution is a necessity, she noted.