Seventeen answers to one question: how are brands building something around the product rather than just selling it? The room agrees the product has stopped being the differentiator — a purchase starts the relationship rather than ending it, the store becomes a loyalty hub, the move is from ‘buy this product’ to ‘enter this world’. Azlan’s contribution is the awkward operational one. None of it survives the measurement: keep scoring sales channel by channel and you get behaviour that pulls against itself, because that is not how the customer buys.
“Consumer-driven organisations measure the customer's whole buying pattern rather than sales channel by channel — measure the channels in isolation and you get behaviour that pulls against itself.”
One of 17 council members contributing.
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