The recently published Razorfish Digital Brand Experience report 2009 says a number of things that really work for me:
"Branded experiences (or actions) are the new
"In today’s increasingly digital world, the experience is the message."
"Digital is not simply an 'awareness'
play; it’s a customer-creation play"
As I keep saying...Brand Experience is what brand organisations should be focusing on.
Sure, part of brand marketing is about raising awareness (of the brand promise). But, more importantly, a
ll parts of the organisation - marketing, sales, customer service, etc - should be concentrating on how to deliver brand experiences that deliver (the promise) and delight consumers - so that they buy again and ideally become advocates.
As Jeff Bezos, Amazon’s CEO, has been known to say (also in the report):
is formed primarily, not by what your company says about itself,
but what the company does.” Experience, as we will see, not only
matters—it drives results to the bottom line.
The report is a must read for anyone involved in trying to build winning brands.