Apple, Disney and Google are top experience brands

I borrowed the idea for this chart from the recently published Best Brand experiences study (Jack Morton).


It highlights the different types of brand experiences that can influence a consumer.


It matches fairly closely the experiences I write about on the path to advocacy:


Notice - discovery experience
Choose - digital experience
Buy - shopping experience
Use - product  experience
Loyal - customer experience
Fan - community experience


The key point is that brand organisations need to consider the experiences they are delivering at all touchpoints. They then have to ensure that they are consistent, differentiating and ideally delightful.


That is how brands win consumer loyalty and advocacy.


Check out the  study to see why the following brands appear in the top ten

1. Apple
2. Disney
3. Google
4. Microsoft
5. Mercedes
6. Coca-Cola
7. Sony and IKEA
8. BMW
9. Amazon
10. Louis Vuitton

Also check my previous posts showing which brands win in other similare studies: 

Beyond Philosophy: Most admired customer experience - Apple, Amazon and Zappos
Nunwood: Top 100 brand for customer experience (UK) - Amazon, John Lewis and Virgin

The Augmented Reality and Mobile Commence Opportunity for Brands

I last wrote about Augmented Reality (AR) 18 months ago - when it was just a bit of fun. [see post]

Now more brands are starting to work-out how to use AR to deliver engaging brand experiences.

I found an interesting post at iMedia Connection that highlights these good recent examples:

Branding

Streetmuseum from the Museum of London engage users around London in a fun and informative way that is spot on for the brand.

Ben & Jerry’s Moo Vision campaign allows users to unlock a 3D brand experience from carton lids.

Utility.

Ikea had an app for their entire 2010 catalogue but also enabled users to virtually place each piece of furniture in their home.

Word Lens language app translates foreign text in real time.

Product Demos

This is an important area for on-line retailers who can’t provide a tangible experience. There are loads of fashion brands that help users ‘try on’ clothes but The Sampler by Converse is hard to beat.

The trick with all this is to work-out how ‘to close the deal ‘and help consumers move from playing with these AR apps to actually buying.

Mobile commence is about to explode so brands should be focusing on how to test and learn. If they can work-out how to deliver a brand experience via mobile, using apps, AR, etc, that both WOWs the consumer and makes it easy for them to buy - then they will win.