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Why Did You Start a Brand Company?April - 2015

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The third in a series as we look back over the last four years together.

Earlier this week, I was talking with representatives from Harvard Business School and Goldman Sachs 10K Small Business  when I was asked, “Why did you start AE Marketing Group?”

Good question.

Twenty years ago, when I graduated from college, my goal was to head to law school and then maybe, just maybe, go into politics. Back then, I wouldn’t have ever dreamed of starting a business. The word “entrepreneur” was not in my vocabulary, and I certainly couldn’t spell it (still can’t most days).

But things change. And the easy answer to the question about why did I start my own company four years ago is:

“There is a better way to brand.”

 

After a decade working inside the agency world, it had become clear to me there are those who see brand as a creative experience and those who see it as a business experience. I choose the business experience.

Why? Because what good is a creative brand that doesn’t design a good experience for its employees, customers, partners and community?

 

If customers think your products or service suck, even a Cannes Lion award-winning campaign won’t save your brand in the end.

 

Think about the biggest advertising event of the year – the Super Bowl, when companies spend millions on media, creative and production. How many of those ads do you remember a week later? A month? Three months?

But now think how about the last great brand experience that you had with a business – or better yet, the last bad one? How about the last time that a brand asked you to help them make their company, product or industry better?

I suspect that you will remember the brand based upon the business experience, not the creative one.

And that is why I started AE Marketing Group.

 AE MARKETING GROUP FOUNDER AND CEO, BRIAN WALKER IS A CONSUMER BRAND AND CUSTOMER EXPERIENCE LEADER. BRIAN IS A FREQUENT SPEAKER ON TOPICS RANGING FROM EMERGING MARKETING TRENDS TO CONSUMER AND EMPLOYEE ENGAGEMENT. FOLLOW HIM ON TWITTER @BRIANWALKERCHI

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