In preparing for Social Media Series: David Polinchock on Bridging New & Old, I came across notes I took while first listening to David and experiencing the Brand Experience Lab. I thought I would share them with you here as they seem as relevant today - if not more so - as they did four years ago.Here goes.
I participated in a fascinating seminar at the Brand Experience Lab + walking tour of SoHo on May 5, 2005 to discuss how to build a branded retail experience. This program was sponsored by POPAI [point of purchase advertising international]. The premise is that of the $900+ billion spent on marketing, $18B is spent at retail because traditional advertising no longer works. Power has shifted to the consumer, and the consumer is responding at the point of purchase, where the brand experience becomes critical for success.
- Many products/services are becoming commodities;
- The consumer has become increasingly knowledgeable, and comfortable making purchasing decisions, relying less on traditional marketing and sales efforts;
- It takes more effort/resources/etc. today to create a compelling brand identity.
- Challenge is how to ignite passion, inspire loyalty for your brand?
Components of compelling brand experience include:
- Culture - need to thoroughly understand cultural trends, customer needs, and knowledge of what is coming in the future
- Creativity - take your customers beyond your brand's features/benefits to create a visceral connection via storytelling
- Technology - audience is accustomed to using technology is daily life; so find relevant new technology to help tell your brand story better
Defining brand experience:
- A product/service is nothing more than an artifact or act around which customers have experiences. Over time, your brand will be defined by a total impression of those experiences rather than the products or services themselves.
- The right experience set creates a strong, emotional and consistent connection with the consumer. This is a force that captivates your audience and arouses anticipation of benefit upon brand recognition. Various elements such as advertising and marketing contribute to this group of experiences, however they are rarely the sum total of brand identity.
- Never underestimate the degree to which your customers and consumers will go out of their way for a better experience. Similarly, never underestimate the degree to which one bad experience can undo all other positive efforts.
Brand Experience Lab: Creating a Branded Retail Experience | Flooring The Consumer.
David, you are definitely ahead of your time in your thinking. Thanks for your kind words and for the inspiration. Best, CBc
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