The Truth, The Whole Truth and Nothing But The Truth!
Experience is the new brand. Experience are the new branding. The present( and most certainly the future) is experience.
Memorable Moments. Of Truth. At every encounter. Be it :-
ZMOT(Zero Moment of Truth): This is a Google concept. This is when people are searching for what they want.
FMOT( First Moment of Truth) : This is a P&G concept. The moment when people first see your product and form impressions about it.
SMOT( Second Moment of Truth) : This is actually more than a moment. It is a collection of moments when people actually feel, think, see, touch, hear, smell and (sometimes) taste as they experience your product.
UMOT(Ultimate Moment of Truth): This is the instant when a customer creates content based on the experience with your product or service and publishes online, in Apps, YouTube, Amazon, in their social communities and networks and beyond. One person's UMOT(Ultimate Moment of Truth) will be another person's ZMOT( Zero Moment of Truth).
What is inevitable is ' the experience '. Shared experiences is the new search.
A look at connecting customer experience to value can be had from this article from BrandKnew
ENDS