Brand is in the details: Microscopic brand experiences that consumers latch on to

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.