When an organization truly understands what it’s brand is, it can align all these touchpoints and create a cohesive experience for the customer. Designing the customer’s “brand experience” is not a simple task, but with leadership, planning and collaboration it is an achievable one.
Carolyn Ray, Interbrand Canada’s managing director, penned this paper explaining how to build a brand engagement plan in five steps.
Carolyn Ray is fascinated with authenticity, trust and leadership. With a blend of experience in communications, marketing and branding, she established Interbrand’s global Brand Engagement practice and leads Interbrand Canada.