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However, there are a couple of big provisos. First, you have to be highly differentiated, as is the case with Nintendo.

Hannah

Bill this is an outstanding post. I cteelmoply agree that customer experience is so essential to the brand promise that it should be considered an integral part of the brand itself.The one thing I notice is that you equate branding with the buy-in of customer-facing staff. In my experience, gaining commitment, not just cooperation, of the customer-facing staff is critical and difficult to achieve. Old habits, processes and compensation structures all conspire against you in motivating employees to step out of the company guidelines to provide a memorable experience to their customers.You must start with vision, as you have outlined here, but you cannot stop there. Enlisting early adopter employees, gaining quick wins and marketing internally all are critical components to achieving success at such a meaningful change.

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