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Article: Rethink brand experience: brand experiences are narcissistic unless marketers make the consumer the lead producer in the process.
- Article from:
- Brand Strategy
- Article date:
- August 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The term 'brand experience' is on marketers' lips everywhere nowadays. But is everyone thinking clearly about what experience really means, and what its full implications are?
Marketers use the E word in three different ways. The first has its roots back in history with notions like 'unique selling point' and 'demonstrable product superiority'. It's the consumer's experience of the actual product--how the brand delivers value via the taste of the chocolate, the purr of the engine, the smell of the coffee or the pleasantness of the flight. Let's call this dimension 'experience of the brand'.
Another, very different dimension is branded experiences. Here, ...