Brands worldwide embrace different strategies to corner attention of prospects and try to consolidate relationship with existing customers. How well are these brands using experts, strategies and channels to bring about optimum convergence of the brand and business? The answer could be any of these - cheap and cheerful; plenty and pleasant; smart and slick.

When I say optimum convergence of the brand and business, I mean that the convergence point is the most critical zone of influence. I believe, it is a state of brand equilibrium when the influences of Brand Position, Brand Promise, Brand Personality, Brand Story and Brand Association are all balanced to offer a perceived customer experience. It is similar to a graphic equalizer moderating fidelity of sounds evolving into a great musical rendering. I am not against the belief that why should the experience not overwhelm the audience? Why should it not just storm through the doors? Yes, it can, but there has to be a valid reason to create that experience which is probably limited to time and instance.

Take the example of consumer durable products like a mixer or washing machine. Brand experience is on a critical path every day, every moment of use is a test for consistency of performance. Therefore, products and services...