I’ve been banging on about brand experience and experience brands for a while now.
That’s because the concept is always front-of-mind for me.
I’m always looking for a simple, engaging way to explain the appeal of the idea.
It’s actually very easy.
Experience brands have very human characteristics.
So they need to be like the nicest person you know.
“How so?” you ask...
I’ll tell you.
Experience brands are:
Friendly - we want one-to-one relationships with our brands and we expect them to feel the same
Inviting - we like new opportunities to become involved in their worlds, and of course visa versa
Passionate - we love brands that are clearly passionate about the things they do and the reasons behind their actions
Memorable – life is about experiences that create memories, memories that we can share. And any brand that helps us do that is a friend for life.
Creative - we are all cynical, we’ve been hearing for years that we don’t believe marketing but any brand that cuts through, with a piece of cleverness, is worthy of a relationship
Celebrities - we want our brands to be famous, and it says something about us if they take a reciprocal interest
Real, Right and Relevant – Do the right thing, do it because it’s true, and do it because it matters to me
Easy going – all expressions of the brand from the look and feel to the experiences they create need to be simple from every perspective
You’re probably looking back at that list to see if I’ve used those words to make a clever acrostic.
But I haven’t, because I’m not that nice a person.
An experience brand would have made the effort...
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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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