Serve the Segment
of One.
Eliminate Friction.
Know the Story.
Have a Villain.
Be the Hero.
Earn it Every Time.
Own the
Experience.
This ripple makes the consumer feel
a brand or experience has been
customized
to their individual needs
and preferences. Offerings seem
personalized
and may be based on
AI/systematic logic that makes
recommendations based on
purchase history or other users with
similar preferences.
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BACK
In this ripple, a brand delivers a
conscious
removal of
known or
anticipated
obstacles
, extra steps, or
burdensome process. Often, solving
an “unsexy” problem leads to
increased customer satisfaction,
heightened engagement and a
source of surprise and delight.
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BACK
This ripple is a
self-aware brand
state
where the brand’s role in the
equation is known and expressed to
consumers. Typically, brands desire
“hero” status. But disruption can also
be effective when the brand is both
“villain” and “hero”, or “villain” if
approached with honesty, a bit of
self-deprecation and a willingness
to change.
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With this ripple, the consumer is not
required to commit to a locked-in
contract, but
still chooses the brand
time and time again
. Payment may
be month-to-month or as-you-go.
The brand commits to keeping
service levels and product quality
high, so that the consumer
continually comes back to the brand.
In this ripple, a brand offers a specific
service or product but has also found
a way to
engage their consumer
beyond that service or product
.
Consumers may have initially come
to the brand for one thing, but now
the brand successfully integrates
into and touches many aspects of
their life.
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