The Growth Of Brand Experience.

What the heck has happened to marketing?
Everything just seems a little more, well, real.
Our brave little discipline has grown up.
And it’s ready to stand up and be counted.
So what’s changed?
In a word - accountability.
Campaigns are no longer released into the world to fend for themselves.
They keep coming back to us, and they bring feedback with them.
If you’re aiming at the man in the street, he probably has a few things he wants to share.
For over 60 years, brands have been sharing their world-view with the wider world through advertising.
The message was sent out to build up its own momentum – no-one knew quite where it would end up.
But not so anymore.
First came the chatroom. Then the message board.
And now social media rules our world.
Our consumers have a forum for their voice.
And some of them want to raise it.
To complain.
To mobilise the dissenters.
To affect change.
That means our brands are no longer stuck on transmit.
They need to be switched to receive.
Every communication, large or small, mass or individual, is contributing to the one-to-one relationship between a brand and it audience.
The relationship is key.
And just like our personal relationships, the ones between us and brands are complex and layered, whether they’re everyday or long distance.
If you want to be true to the relationship, the experience has to be at the heart of your brand thinking.
It’s the only way to stay true.