Always happy to see our friends in the agency world catching up to the experience conversation!
FOR ALL THE TALK ABOUT the behavior of consumers, there hasn't been much said about the behavior of marketers. It's time to start the conversation.
All these years we've been pushing information at our customers. Now we must make a radical shift - in both mindset and practice - and begin pulling customers toward us, with experiences that engage rather than repel and that connect them with the brand at their initiative, not ours.
The way to do this is by creating what we call "active brand experiences," using every customer encounter and interaction with your brand as an opportunity to show them - rather than tell them - why your brand is best. When customers experience for themselves why your brand is the preferred choice, a virtuous cycle begins, as the very process of engaging in the experience enhances and reinforces the brand's value. The cumulative effect of such experiences can be powerful and, in our minds, more effective than any other form of marketing today.
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