After a presentation I made last week,
(it was great you should have been there)
one of the guys asked a very interesting question.
If the future of brands is in the experiences they create (that was the central thesis of my yarn), is advertising dead?
The answer, of course, is no.
Well, the short answer anyway.
Brands will need to define themselves in the experiences they create.
Whether that’s in a marketing context or through any other touchpoint with their audiences: service, call centre, sales people, store staff and so on.
When it comes to marketing, the central thrust has to leverage a single piece of IP across all media.
And that includes live experiences.
That’s how you achieve a brand experience, even if you’re not in the ‘live events’ arena.
That were you achieve a brand experience even when one is not in the live arena.
Take a look at ComparetheMarket.com
Is it an ad campaign or a brand experience?
It’s both.
In fact, Charles Carruthers of VCCP (the agency) used to talk about the VCCP as creating brand experiences.
The central piece of IP has now been leveraged across a variety of media.
Whether you like him or not, Alexander is on Twitter and has already written his autobiography.
Read it – it’s just another brand experience.
Simples.
Sorry, I couldn’t resist.
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What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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