#16 Brand as Experience

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Marketing, Business

4.9 • 113 Ratings

🗓️ 21 May 2019

⏱️ 5 minutes

🔗️ Recording | iTunes | RSS

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Summary

The third stage in the evolution of brands. With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key life moments and become part of our experience. Apple’s brand experience extends all the way from the initial sale (either in one of its branded stores or its online presence), through the packaging you open to first use your product, through the ease of setup, through usage of the product every day. And if you have problems, you can go to the Apple Store to ask questions. In more recent times, brands have used experience to cut through the clutter of marketing and advertising, which creates deeper engagement with customers.

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Transcript

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0:00.0	Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the
0:05.4	agile. World.
0:09.4	Welcome back to the Agile World Podcast. This is Greg Kielstrom.
0:12.4	Last couple of episodes I've talked
0:14.6	about the first two stages of four in how I've described the evolution of
0:20.0	branding. The first stage is Brand is Object, where names,
0:24.6	logos, product names are really enough to differentiate yourself. It's really
0:29.3	enough to be noticed and remembered by your name or logo.
0:36.0	The next stage was Branda's idea, where when there's so many logos,
0:41.0	so many names, so many products to choose from, you have to really get inside your
0:45.4	consumer's heads and occupy a space there of, you know, what is the problem that you solve?
0:52.1	What is the action that you allow them to perform? What is the
0:55.8	experience that they will consistently have? The next step in the evolution is Brande's experience.
1:05.0	So after the Googles and Kleenexes and Xeroxes and Band-Aids of the world all kind of occupied these places in in
1:17.1	people's minds all of a sudden there's that get that world kind of gets competitive as well and it gets over
1:24.4	cluttered so brands needed to really move beyond simply occupying a place where they were
1:30.8	promising an idea to really offering an overall experience.
1:37.0	A great example I use of this is Disney.
1:41.0	They really started, they started making cartoons, you know, short one-way experiences
1:48.9	and, you know, started, you know, back in the day doing that they moved on to doing theme parks so a much more fully
1:57.7	immersive experience moved on to more you, even doing even more feature films, doing interactive work, all of that, so much so that now they teach other brands about experience and how to have better experiences.
2:14.1	They understood that as time went on, it wasn't enough to just show a story to people.
	...

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