It's no coincidence that the top three brand performers in the recent supplement released by Marketing Week ‘Your Best Brand Performers 2008’ have gained more respect from the public than other companies. The brands in question are Amazon, Google and the BBC and they all have the customer experience coupled with innovation as a high importance in building their brand.
Amazon have spent their budgets on adding features to their website and reduced advertising spend; Google placements are based not only on bid value but on customer relevance and the BBC are using the high quality programming benchmark that they have set to be built into their global brand reputation.
These three companies have set a good precedent for the way that consumers view brands, and it is now important for other companies to follow suit by giving customers an experience when visiting their brand.
