I came across a thought provoking article in Fast Company Design this morning. The thesis is that those brands that are succeeding in today’s marketplace are not focused on branding or brand-building. Instead, they are focused on designing a great product.

From a tourism promotion perspective, this notion is antithetical to most DMO and VCB mission statements. It’s also a tantalizing one. What if, instead of trying to develop the next print ad, brand strategy or creative, you focused on creating a great product? In this case, a great experience for your customers, whether online or in the destination.

Think about it. Nowadays, your brand isn’t what you say it is. It’s what your customers say it is, and what they tell their friend, families, followers and fans. So by creating great experiences, you’re helping build your brand…without talking about brand building.