Brand Your Success By Enlivening Customers’ Experience

On the other hand, Spiegel devoted an entire page to one jacket and how consumers of different ages can wear it — an example of creating a merchandise concept. Customers can see Spiegel as a personal style resource, she said.

3. Create a higher-order benefit for your customers. Boyle referred to the higher-order benefit several companies provide their customers: Starbucks for the chance to escape and indulge; Pottery Barn for creative self-expression; and New Life Systems for its pure ingredients being safe for all.