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If great brands are “a promise wrapped in an experience,” how do craft a customer winning experience? First, it is important to understand how customers experience a brand. To help you visualize what they see and experience, we introduce you to a marketing tool that just might save your career. It’s called the Brand TriangleSM.
| The premise of the Brand TriangleSM is that consumers experience a brand through four key areas. Each of the four areas affects not only the public’s view of the brand but also shapes their perception and expectation for each area. The areas include the brand’s image, the product, the retail experience and the glue that holds it all together, the company’s culture—how a consumer experiences the brand, directly and indirectly, through the actions of the company’s people. The importance of each area varies by customer group right on down to individual customers. |  |
The Brand TriangleSM provides a way to assess the current strengths and weaknesses of a brand. What is the main attraction of your brand? Is it the brand’s image, the product, the retail experience, or the culture? If your main attraction is product, what are its strengths over the competition? How do the other aspects of the Triangle have to work in order to support your key driver? And in every case, does your culture play a strong role in bringing your brand to life?The Brand TriangleSM works well for existing brands and is equally helpful when you’re starting from scratch and must create everything. Let’s see how it works. Brand
Product
Retail
Culture
The Power of The Brand TriangleSM
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The Brand Triangle
