The way consumers experience the world has changed significantly over the past five years, impacting how they interact with brands. New competitors have entered the traditional purchasing journey: global marketplaces are pushing on price, AI is further accelerating giants, and social commerce is turning even consumers themselves into competitors.
To understand the change in purchasing decisions, we analyzed dozens of renowned studies on today’s customers and compared them with indicators of success of leading brands. In respondents' statements, we identified how they now develop brand affinity and created the concept of Experience identities.
Brands need to redefine their role in people’s lives
Experience identities help brand leaders (whether they are company directors or managers at the product – marketing intersection) understand how the new reality has transformed consumer purchasing behavior. They represent a model of thinking that allows us to view current expectations of future customers and spot opportunities to address them amid the mix of new competitors.
We’ve gathered dozens of examples of successful brands that define their role in people’s lives through a well-designed portfolio of services and a consistent customer experience identity. Our report offers recommendations on how to conduct a managerial reflection on your consumer brand and choose steps to take.
In this report, you will learn:
- what the new customer journey looks like after turbulent years (COVID, war, inflation, online marketplaces, AI...);
- how brand experience and brand perception influence purchasing decisions of today’s consumers;
- which identities the most successful brands adopt to redefine their market position;
- the role customer experience and service portfolios play in this mix;
- what makes four Experience identities stand out: the Problem Solver, the Empathetic Expert, the Responsibility Enabler, and the Magic Maker.
