1900s Product Focus, 1950s Brand Focus, and culminating in the current era of Experience Focus.
The authors then highlight how leading companies have evolved beyond the product and brand focus that has proven ineffectual with today's consumers. They now create more value, and achieve lasting strategic advantage, by delivering a meaningful and compelling customer experience.
The lesson learned: decoding human behavior helps to raise product and brand awareness, it can also be positively applied to shape customer demand.
Our new Ideas in Action series -- of market development guiding principles -- will offer insights into the latest demand creation, Web 2.0 social media, and customer engagement techniques.