I've heard people say, "It is important for brands to build a relationship with customers" and others say, "People don't want a relationship with brands." So, which is it? Well, they're both right and they're both wrong. If you ask consumers if they're looking to build a relationship with a brand they will likely say, "no." Yet, one of the key components of brand is to solve a problem for consumers in a way that has an emotional component such that they build a connection to the brand. At Netflix , our brand promise was "Movie enjoyment made easy." Notice how it focuses on 'enjoyment'? That was intentional. If had been rooted in 'rental' it would have merely been about the transaction, not the ultimate benefit. If you look at other brands such as Nike you'll notice that their brand isn't entirely about the gear. Or how Starbucks ' brand isn't entirely about coffee. Understanding that emotional, next-level benefit is key to know what your brand needs to be. #brand #brandpositioning #nike #netflix #starbucks #customerrelation #CX #brandbuilding …see more