If you are relying on advertising and communication
campaigns to keep your brand consumers hooked on, you living in the past.
Brand is fast evolving from being defined by ads and
marketing to being defined by experiences. And by experiences, I don’t mean the
larger than life and the out of the word. Experiences so subtle you may not
even notice them at first. It’s like they talk to your subconscious, and hook
you on.
Think of an upmarket car- A BMW/ Audi/ Mercedes … When you
step in and shut the door, you’re immersed in an experience. The feel of the
seat, the sheen on the polished wood paneled entertainment console, the grip of
the steering wheel, the smell of the upholstery and the sheer soundlessness
once you shut the door, all add up towards a superb brand experience.
Let’s think small- think of the clicking of an iPod wheel, the packaging of food on an Indigo flight, the
resistance, size and matt finish of the volume knob on a Boston Acoustics
speaker system, the simple toggle switch for silent mode on an iPhone, and the
orange color hidden beneath it… the list of examples is endless.
It takes great thought and foresight to ingeniously weave these miniature brand experiences into your brand. They add up to shape the precious brand image that your consumers carry in their minds.
