"With any brand that you frequent, that you're fond of, or that you use, there's been a journey of some kind," says Kurt Bartolich, the founder of GUTS Branding, and the author of the brand conservancy book You Can't Ride Two Horses With One Ass. Whether your company offers an active (Build-A-Bear) or passive (Southwest Airlines) customer experience, there are some basic branding truths that successful companies observe. Unfortunately, many businesses build their consumer experiences backward and take people on a less than ideal journey. When most business people think about a brand or about branding, they think about brand building. But there's a relationship between brand, experience, and journey that's easy to lose sight of. Kurt's an expert in marketing research, brand research, and brand conservancy; he'll help show us the way to better customer experience through a brand filter.   When You Take Care of Your Brand, It'll Take Care of You and Your Business The Customer Experience Podcast is available in Apple Podcasts, Spotify, Google Play, and Stitcher. It's also embedded in related blog posts like this one. Hear the entire conversation with Kurt Bartolich right here ...     Set Yourself Apart Most professional have ...