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Wellington Research

Intelligence and insight about digital and security

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Spend on Security

Is your organization underspending on information security? If you’re like most, spending on information security lags far behind other priorities. Only during the past few years has spend on information security started to increase, but it still lags behind. In this Research Report, Wellington summarizes findings from research conducted with thousands of organizations to highlight

Brands are Dead – Customers are Loyal to UX

In the 21st century, customers are loyal to the User eXperience (UX for short). Yet all that marketers talk about is this "Brand" and that "Brand." Is the concept of "brand" keeping marketers fully employed because they have hoodwinked everyone into believing "branding" has magical powers?

I'm here to tell you the concept of "Brand" as something existing on its own, separate from experience of customers, is dead. The very concept of "Brand" is a vestige of 20th century industrial manufacturing economics built on the premise of "build it and they will buy." But today, yesterday's concept of "Brand" has been replaced by the UX. Brands are dead - customers are only loyal to UX and more importantly to their expectations.

Don't believe it?

Travel to Kuala Lampur, Dubai, Bangkok, Mumbai, Rome, Paris, London, Frankfurt, Sao Paulo, San Francisco, Sydney, New York, St. Petersburg and any number of other major cities of the world. There in the midst of all these unique cities you'll find the same upscale "Brands" in exactly the same layout, with the same trade dress, the same products, and the same experience. Customers shop for the same experience, whether it is in China, South Africa or elsewhere. This has occurred thanks to the post industrial world shrunk small and instantaneous by the Internet, instant communications, social networks and interactivity available at the fingertips of everyone on mobile devices - all around the world.

However, what is striking about the experience is the dissonant chord that occurs when sensory information from local city around you smells, looks, sounds, and feels so very different from home. For example, the sights and sounds of Madrid are very different from those of Ljubljana or Venice. And the sights, sounds and smells of Dublin are far different than those of Boston, New Orleans or Washington D.C.

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