A brand is a collection of perceptions in the mind of a consumer that has been shaped by the accumulation of every encounter that consumer has ever had with the brand.
I call each of these encounters a Brand Experience.
Brand Experiences are therefore delivered by all touchpoints, e.g. traditional advertising, packaging, shop staff, memories of previous usage, customer service, word of mouth, etc.
The aim of all brands is to gain competitive advantage. To sell more stuff, to achieve greater loyalty, to get talked about and build sustainable profitability.
Brands should be aiming to gain a competitive advantage by delivering brand experiences that are better than their competitors.
Not only that, brands should ensure that their operation delivers brand experiences that embody what the brand stands for (brand personality, character, values, etc) each and every time a consumer encounters it.
The Path to Advocacy (and PDD Framework) is a useful way to look at how consumers’ are encountering/interacting with a brand and to help brand organsiations work-out how to deliver better Brand Experiences.