on the world wide web, the brand is the experience and the experience is the brand
Dayal et al (2000)
I have left sites due to tiny elements I didn’t like in interfaces, lost pages and server time outs, never to return again a lot more often than because I didn’t like the content. Unlike advertising brand building where the consumer ‘leans backs’ and you can deliver your message to them, the experience means more online because users are actively engaging with your offering, they are ‘leaning forward’, and they are busy people, if your offering does not provide a good experience, someone else will be offering something better
Dayal, S., Landesberg, H. and Zeisser, M. (2000), “Building digital brands”, The McKinsey Quarterly, Vol. 2, pp. 42-51.
