Here are the key findings from our brand experience study, identifying the main areas within organisations that most urgently need tackling in order to enable marketers to deliver on their desired brand experience.

Brand culture and leadership

Challenges and opportunities

Brand measurement

Strategic vision

75%of respondents agree that brand positioning and values are always a consideration when making major commercial or organisational decisions

of respondents believe they understand their role in delivering a branded customer experience

of marketers say they consistently measure brand, customer-related and non-financial metrics of success

say their operations and internal support deliver their services in a way that reflects their brand promise

of respondents agree that all employers understand the strategic vision or direction for the company and brand

marketers believe that their brand is well aligned with the strategic direction of their organisation

believe that their organisation would stand by their brand even if it meant sacrificing commercial/financial gain

⅔believe their internal brand culture is aligned with external brand values

55%

of respondents believe their leadership team, HR, corporate communications and marketing departments all speak about the brand with one unified voice

48%of marketers believe that their senior leaders still don’t fully appreciate the strategic role and potential of brand

67%agree that their leadership team use the brand promise or positioning to guide their decision making

50%

50% 43% 6out of10

81%

of respondents believe that experience is a stronger driver of brand performance than communications

77%of respondents believe their senior leadership team have a high impact on the delivery of their organisations brand promise through customer service

50%

believe that customer insight and research are the main drivers of decision making in our business

of marketers believe their employees care about customer perceptions.

48%

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