When it comes to brands really engaging and succeeding, connecting with consumers in an authentic and meaningful way is the key to creating a great story. Organic detail and the brand’s natural personality trump the artfully chiseled brand caricatures we see so frequently in market.
My agency creates customer journey maps for clients that describe, in detail, the way we believe that people engage with their brands. I’m going to use the story of the Texas Rangers baseball team to illustrate the type of details that people appreciate and should be included in customer journey maps you create to guide your decision making. At the time I started this post, the Rangers had just beaten the New York Yankees in the American League Championship Series. It was one of many firsts for them this post season. You could say the Texas Rangers might be the Cinderella story of the year, though we’ll have to wait a little longer to see if it’s “happily ever after” or back home dreaming about next season
The Rangers journey to the playoffs is a great example of how a brand has connected with their customers in authentic and meaningful ways. In hindsight, the Rangers’ story would... Read more