Our research shows that 75% of marketers always consider their brand values and positioning before making major commercial or business decisions. However, without senior buy-in or understanding with regards to the importance of brand, how can marketers integrate this ideology across their business and into their overall brand experience? http://goo.gl/vnZ0n1 Here are the key findings from our Brand Experience study, identifying the main areas within organisations that most urgently need tackling in order to enable marketers to deliver on their desired brand experience.

1. Here are the key findings from our brand experience study, identifying the main areas within organisations that
most urgently need tackling in order to enable marketers to deliver on their desired brand experience.
Brand culture and leadership
Challenges and opportunities
Brand measurement
Strategic vision
75%
of respondents agree that
brand positioning and
values are always
a consideration when
making major commercial
or organisational decisions
of respondents believe
they understand their
role in delivering a
branded customer
experience
of marketers say they
consistently measure
brand, customer-related
and non-financial metrics
of success
say their operations and
internal support deliver
their services in a way that
reflects their brand promise
ofrespondentsagreethatall
employers understand the
strategic vision or direction
for the company and brand
marketersbelievethattheir
brandiswellalignedwith
thestrategicdirectionof
theirorganisation
believe that their
organisation would stand
by their brand even if
it meant sacrificing
commercial/financial gain
⅔
believe their internal brand
culture is aligned with
external brand values
55%
of respondents believe their leadership team, HR, corporate
communications and marketing departments all speak
about the brand with one unified voice
48%
of marketers believe that
their senior leaders still
don’t fully appreciate
the strategic role and
potential of brand
67%
agree that their leadership
team use the brand promise
or positioning to guide
their decision making
50%
50% 43%
6out of
10
81%
of respondents believe that experience is a stronger
driver of brand performance than communications
77%
of respondents believe their senior leadership team have
a high impact on the delivery of their organisations brand
promise through customer service
50%
believe that customer insight and research are the
main drivers of decision making in our business
of marketers believe their employees care
about customer perceptions.
48%
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