David Bier recently created the below infographics for an article he wrote for Fast Company. These diagrams illustrate why consumers are passionate about some brands and loathsome of others. Bier’s insight concludes that a great brand experience that adds value involves three main qualities, “Help, Expectation & Observation”. These meet to make up additional positive qualities including “Anticipation, Initiative & Insight”.
In comparison, a terrible brand experience is lacking in these positive elements and instead has “No Defined Expectation, Lack of Help & Lack of Observation” which in turn breeds “Lack of Anticipation, No Initiative & Zero Insight”.
Find out more on how to ‘crack the code’ for a brand people love here