Defining a Meaningfully Different Experience

  • Nigel Hollis


The four factors outlined in the preceding chapters—purpose, delivery, resonance, and differentiation—combine to create a brand’s meaningfully different experience. This is not a sequential process. For instance, your brand’s purpose will inform the audience to whom the brand appeals, what is most important in terms of delivery, and what will differentiate your brand from the alternatives. Identifying a brand’s meaningfully different experience is not linear; it is a matter of synthesis. The fusion of the four key factors is what determines whether or not a brand is meaningfully different.


Brand Experience Brand Owner Vanilla Bean White Chocolate Premium Ingredient 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. 7.
    Leo Hopf and William Welter, Rethink, Reinvent, Reposition: 12 Strategies to Renew Your Business and Boost Your Bottom Line (Avon, MA: Adams Business, 2010), 127.Google Scholar

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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