The book names six sources of friction that keep brands from delivering on their brand promise and gives CMOs and brand leaders a way to put a dollar figure on each one.

DALLAS, TX / ACCESS Newswire / November 2, 2026 / Greg Tucker, CEO of Tucker & Company, has announced the release of Frictionless Brand Experience, now available on Amazon in Kindle and paperback editions. The book makes the case that the friction customers run into when they deal with a brand carries a measurable cost and that the fixes can be ranked by what they are worth.

Early traction has been international. Since its release, the book has recorded Amazon sales on six continents, and a free digital download offered for Global CX Day on October 6 drew roughly 150 readers.

At the center of the book is a distinction between two terms that are often used interchangeably. A brand promise is what a company says it will deliver, defined from the inside out. The brand experience is what customers actually get, judged from the outside in. “Your brand is your brand experience,” Tucker says, “not logos, tag lines, imagery, promotions, or social media.”

In Tucker’s view, the gap between the two is rarely a design problem. Across his work, only 30 to 40 percent of customers typically report a consistent, on-brand experience, yet when companies do deliver on the brand promise they designed, the results tend to be strong. The breakdown happens in execution, and it stays invisible until someone measures it.

Tucker makes that breakdown measurable by naming six sources of friction: brand, digital, product, operational, organizational, and cultural. Some are visible to customers, while others start inside the company, but all of them get in the customer’s way. Across more than fifty research projects, Tucker found that customers who encountered friction switched brands at two to five times the rate of those who did not. At a global scale, Qualtrics XM Institute has estimated that bad customer experiences put $3 trillion in sales at risk in 2026.

Many customer experience recommendations are operationally sound, but without an estimate of what they are worth, they tend to lose the budget fight to priorities that have one. Tucker’s method is designed to close that gap. It documents what customers actually experience, estimates what each source of friction costs in acquiring, expanding, and keeping customers, and ranks the fixes by the size of the opportunity. The approach reflects the C-suite perspective he developed over more than fifteen years in strategy consulting, which he has since applied with more than fifty global brands; the opportunities his teams identified total more than $25 billion in revenue. The book also draws on perspectives from more than sixty-five practitioners Tucker interviewed.

Frictionless Brand Experience is available now on Amazon. More information about the book, including a free first chapter, is available at tucker-co.com/frictionless-brand-book-launch. For brand leaders who want to see where their own organization stands, Tucker & Company offers a Brand Experience Alignment assessment, designed to quickly show which parts of an organization are not aligned with the brand promise.

About Greg Tucker

Greg Tucker is the author of Frictionless Brand Experience and CEO of Tucker & Company, which he founded in 1996 to work with global leaders on company transformation and customer experience. He holds an MBA from Stanford Graduate School of Business, is a Certified Customer Experience Professional (CCXP) and serves on the Customer Experience Professionals Association (CXPA) Board of Directors. He received the 2012 CXPA Innovation Award and previously served as CMO and Transformation Officer at Copart. Connect with him on LinkedIn.

Media Contact

Name: Greg Tucker
Company: Tucker & Company
Email: greg@tucker-co.com
Website: www.tucker-co.com

SOURCE: Tucker & Company

View the original press release on ACCESS Newswire

Media gallery

About The Author
Tucker & Company