BRAND THE UNBREAKABLE FRAME

SECTION II
A NEW STANDARD FOR
BRAND ENGAGEMENT
Expectations on B2B brands have shifted.
THE RISE
OF THE CXO
The way we engage with
our clients, customers and
employees has completely
evolved. During the last 50 years,
we’ve transitioned from purely
face-to-face brand engagement
that occurred in brick-andmortar
storefronts, to
customer experiences that
now occur exclusively online.
Today, all business is digital—
even if you still operate out of
brick-and-mortar headquarters.
This digital shift often removes
something very important from
the equation: you.
This evolution has also taken
peer-to-peer communication
about your brand to another
level. Digital may make it
easier for you to share your
brand stories, but it also forces
you to relinquish a lot of control
as to how your stories are being
shared and who exactly is on
the receiving end. If you aren’t
putting messages out there
that are deeply rooted in the
character of your organization—
your brand essence—it will be
done for you. You can, however,
guide these conversations and
constantly work to protect the
frame around your organization
by sharing authentic and
consistent stories that highlight
your brand essence in an
unforgettable way.
Delivering best-in-class, seamless
online experiences is the new standard
that has been set by customers.
This shift has not only created the
Self-Directed Buyer but a new executive
position for some companies as well:
Chief Experience Officers (CXO). These
executives are charged with ensuring
the customer experience is not only
at the forefront of brand strategy, but
carried out across every customer
interaction before, during and after
conversion.
For companies without a CXO, the
responsibilities of ensuring positive
customer experiences throughout brand
engagement fall on a variety of brand
marketing roles.
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