The Importance of Brand Congruence
by John Spence | 1 comment
I recently attended the national sales meeting of a high-end boat manufacturer that our firm represents and was delighted to listen as one of their top dealers gave an impassioned speech on the critical need for “congruence” when dealing with their customers. I could not have agreed with him more, and was motivated to take a few minutes to write out my thoughts on what this idea really means in the marketplace and why it is absolutely essential to building a successful company.
At the heart of this concept is the strong belief that every single aspect of the brand experience must be uncompromisingly consistent throughout all touch points with the consumer. From first exposure, to pre-purchase, to the buying event, to product decline and eventual obsolescence and finally to re-purchase — every interaction must fully support the brand promise.
