Branding Quote by Nicholas Ind
““services-dominant logic that argues the brand is co-created with consumers and the concept of the experience economy have shifted branding away from communications to personal interaction; from making promises to keeping them; from something run by the marketing department to an organization-wide operating principle.””
About This Quote
The quote describes a shift in branding from static messaging to interactive, consumer‑co‑created experiences, emphasizing personal interaction and delivering on promises across the organization.
In simple terms: Branding now focuses on co‑creation and experience rather than just communication.
Key Takeaway
Adopt a consumer‑centric, experience‑driven approach.
Themes
branding
experience
co‑creation
consumer interaction
organizational culture
Mood
strategic
reflective
Type
analytical
insightful
When to use this quote
- product launch
- customer service training
- internal alignment meetings
- marketing strategy sessions
Key Concepts
service‑dominant logic
experience economy
brand co‑creation
Questions to Reflect On
- How can firms ensure consistent brand experience while co‑creating with many consumers?
- What structures support organization‑wide brand commitment?
A Different Perspective
May overlook the challenges of scaling personal interaction across large audiences.
