breakthrough thinking in experiential branding
TRANSCRIPT
Breakthrough Thinking in Experiential Branding
Breakthrough Thinking is a
deliberate, focused effort aimed at
developing radically new approaches
that overcome constraints, instead of
making incremental changes in the
older ways of working.
Breakthrough Thinking
Creative thinking is a skill, as like any other skill it can be
strengthened, refined and mastered.
When brands emerge to ease the life of users by adapting to
technology day by day, only creative thinking can help brand
sustenance.
Successful organizations don’t go for building brand identity, but
create a total brand experience.
Experiential Branding
Consumers experience something in
response to a stimulus.
The more creative the stimulus, the
more excited the consumer feels.
Experiential branding is important
as it has the ability to align how
brands could connect to consumers.
Technology changes the way experiential branding could be
created because technology has a dramatic effect on how people
think, live, experience and judge brands.
The aim of experiential marketers is to provide stimuli that will
result in experiences for consumers.
How to create different typesof experiences for customers
Creating memorable experiences has become
a business art like designing a product or a
process.
Have a well-defined theme
Impress with positive cues
Avoid negative cues
Convey memories using physical evidence
Engage all five senses
Managing the brand experience
Schmitt has developed and presented a managerially focused project
frame-work called CEM (Customer Experience Management).
Know your customers than ever before, personalize every interaction
and map analytics to specific stages.
The CEM framework which consists of three significant steps.
step 1 step 2 step 3
Customer Insight The experience platform Designing the
brand experience
Experiential marketing is beneficial to:
Turnaround a declining brand
Differentiate a product from competition
Create an image and identity for corporation
Promote innovations
Induce trial, purchase and loyal consumption
