• by Jack Loechner , Staff Writer @mp_research, November 29, 2002

Are Perception and Reality Actually Different?

Though much has been written about research restating the obvious, and Wunderman Study "sound bites" in particular, it is important to look at the context in which the conclusions have been drawn. The recently released Wunderman Brand Experience Scorecard is intended to demonstrate the pivotal role that consumer-brand experience plays in the brand building process.

"Customers remain loyal to a product only if the quality of their daily experience with it is positive and growing," said Wunderman CEO, Daniel R. Morel. "... building brand loyalty has less to do with traditional brand imagery and everything to do with frequent, customized one-to-one communication and interaction with customers about their specific needs."

Traditionally, brand studies have focused on brand perceptions among the prospective buyers rather than the quality of lived experience among brand users, which reveals which brands consumers believe deliver substance and value in their daily lives.

According to Wunderman's research, the nation's top five Experience Brand leaders for 2002 are: Saturn, Gateway, Wal*Mart, Palm and Costco. Among the biggest losers are banks, car rental and cable companies. Typically big advertisers such as Coca-Cola and Nike dominate brand perception, but they are notably absent from the top ranks of the Wunderman Scorecard,"

Chip Walker, Managing Director, Strategy and Insights at Wunderman, says "Consumers are tired of brands that make promises in ads, only to break them in reality." He claims that "this research identifies the brands that truly walk the (walk.)"

The Study concludes: - Brand experience drives brand loyalty. Consumers tend to use, to be more loyal to, and will pay a premium for brands they feel provide a better overall experience.

Consumers cite three aspects of brand experience as most important:

Performance - whether a brand meets needs better than others

Treatment - how favorable a consumer's interactions are with a brand

Community - the degree to which consumers identify with other brand users.

You can find out more here.