As marketers, don’t we all want our brand to be labeled an “Experience Brand”? If you’re like me, you think of Disney, Apple and Sony as leaders who have created an Experience Brand consumers truly love, advocate and are less price-sensitive towards. As consumers, we are attracted to Experience Brands because they link to us through an emotional connection. In a new report conducted in late 2011 among consumers in the US, UK, Asia and Australia called, BEST EXPERIENCE BRANDS, among other findings, the report outlines the 6 Experiences consumers value. The study shows that brands must be looking at how they can support their consumers throughout the sales cycle; consumers want to be engaged before, during and after their purchase. With so much competition and noise in the marketplace, brands must find a way to differentiate themselves and provide added value to their consumers. It’s not enough to just have a great product, you have to provide a unique experience to be a leading brand! I don’t think your brand has to be Zappos or BMW to be a successful Experience Brand in your space, but there are opportunities to learn a lot and apply from all of these successful Experience Brands. What brands do you love? Have an emotional connection towards? Or, can’t live without? Download the study
