Bernd is talking about how brand advertising went from very feature/benefit advertising to more emotional advertising. Broke into smaller groups to talk about how new media has already impacted our brand relationships:
- Having access to much more information
- Having too much information that we have to sort through
- Consumers feel that they have more power with brands because of the ability to communicate
- We can see if the brands are actually delivering on their brand promises
- Brands need to look at their entire experience
Different types of experiences you can have with brands:
- Sense
- Feel
- Think
- Act
- Relate
The new media has impacted feel, think, act & relate (relate is a very new component). Sense has not really been impacted yet.
Comments from the audience:
- In 10 years out, companies will be more impacted by the consumers then the consumer will be impacted by the company.
- Brands that don't respect our permission will be the bottom feeders.
- In the future, we will have a choice about how the brand talks to us.
- In the future, we will need a trusted "editor" of all the brand information out there.
Session 4: Imagining the Future: the Next Wave of New Media and How It Will Shape Customer Experiences of Brands Bernd H. Schmitt, Faculty Director, the Center on Global Brand Leadership
Agenda: BRITE '09 conference on branding, innovation, and technology.
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