Customer Mental Models create Brand Pollution
The Brand Pollution Challenge. Other brands, even in completely different industries, can lead to you losing your customers. This is what we call Brand Pollution and happens when the experiences they deliver sets an expectation with your customers that you cannot match.
Mental Models. Recently reading this new research from Forrester brought on the connection to Brand Pollution. Mental Models exist in every customer and describe what they expect from you as a business - these models can be impacted by other brands, and you need to keep up to keep the customer.
Branded Customer Experience. You can reset customer mental models by aligning all aspects of your business so that the things you do to create an experience for your customer reflect your intentional brand behaviors. Successful execution of branded customer experience can prevent brand pollution sucking away your customers.