Positive Brand Friction

The key to maximising growth from customer experience

Drawing on insights from leading marketers and customer experience experts, ‘Positive Brand Friction: the key to maximising growth from customer experience’ outlines how marketing can take more of a leadership position with Customer Experience through a focus on creating moments of positive brand friction.

The digital version is free for all to download. The hard copy is free to IPA members and £25 to non members.

The report makes the case that creating moments of positive brand friction is key to unlocking growth potential and, if this is true, then Marketing needs to step up and become more influential in their organisation’s Customer Experience programme.

Written by IPA consultant Nick Milne, ‘Positive Brand Friction: the key to maximising growth from marketing experience’ draws on input from 26 depth interviews with brands, CX and research consultancies, plus marketing, media and marketing service agencies (including L’Oréal, Hotel Chocolat, Wunderman Thompson, KPMB Nunwood) to understand the complexities and tensions with delivering brilliant customer experiences; broadening the effectiveness lens to help CMO’s with their priority focus of enhancing customer experience.