EXPERIENCE

OFFLINE
ONLINE
PERVASIVE
LIVE THE BRAND
OFFLINE

Give me the ocular proof. Experts come and go and the next new thing is either ridiculed or embraced with over-exuberance. I  remember critics at the launch of large mobile devices claiming there was no market for multiple sized tablet devices. Who would need such a monster screen? Well, they got that wrong. Other experts claimed Amazon would bring the death of bookshops. For a while, it looked that way but guess who is investing in bookstores now and what happened to sales of digital books this year? So, when it comes to brand experience, the offline analogue world is still a great place to showcase your brand. adidas are putting lots of money into the stadium that is their local store. Sales are up this year 17%. Don’t neglect experience on the high street, at events. We craft great experiences for our clients with new technologies that make the product brand the hero. The experience always needs to drive the customer through the sales funnel to purchase. The online space is a great place to observe your customers and see and talk to them to get a feel for what they like, don’t like and what they want and don’t want.We have plenty of experience in this field.

ONLINE

Keeping your brand relevant and differentiated online is a never-ending challenge. The strategy behind it requires a systematic approach to business and brand as already outlined. The tactics of online success may differ according to your industry. If your brand is based around credibility and trust and low involvement in a B2B sector, it is a different set of tactics to a 24-7 online retail brand where inventory needs to be pushed off shelves. Whatever the business model, the online presence needs to be seamless, easy to navigate, provide a user experience that does not frustrate and gamified for reward. At the same time getting the customer to commit either by purchase or intent to follow up requires careful thought. Video is becoming the norm for communication among millenials while older customers still rely on passive written information.

PERVASIVE

The either or approach is actually misleading .Brands live where customers want to engage. We have not quite reached the Matrix era yet and it will seem quaint in 50 years to look back at our enslavement to a device in our hands. As AI and 3D technologies and robotics come together, information will be pervasive and we will live our lives increasingly plugged into digital experiences. Reality will be a part of the experience not the norm. We may as well plan for the future now. Give your customers experiences that allow the best of both worlds for now but understand how the experience is subtly different whether it is online or offline in our present society.  Dialling up one or the other more strongly may alienate your customer base.

LIVE THE BRAND

Perhaps the most important place to experience the brand is among your employees. Internal brand management is often neglected but can pay powerful dividends if your company is seen as a great place to work, and a desirable place to work and salient to your employees values and lifestyles. Managing corporate experience by treating your employees as talents and creating a curated lifelong learning approach with novel benefits which reflect the brand will help to underpin that experience and make for a happier, more fulfilled company.