It is no coincidence that brands who are loved and talked about are brands that hold experience high on their list.
We all love doing things. Going places as a nation is something we have done forever and a day, whether it was jumping in dad’s car and going to the seaside as kids or going shopping with mum. We love going places because they make memories.
It makes perfect brand sense to create events, experiences and loving memories, a brand that will take experiences to the people creates emotional engagement.
Unlike buying a drink, which will soon be forgotten once our thirst has disappeared, an experience by a drink’s brand will stay with us longer. It stays with us because our memories become enriched the more we recall them and guess what? The more we recall, the more emotionally we become connected, the more we become connected to a brand, the more we choose it.
We at Brandchange call it ‘retail & recall’.
Brand experience will keep bringing consumers back. Brands who don’t create emotional memories/connections run the risk of just fulfilling a need, and as we all know, if we are just fulfilling a need we are giving consumers permission to fulfil that need anywhere.
Many clients see brand experiences as a bolt-on to the end of the campaign and are normally budget left-over centric. Brand experience is a strategic tool that should carry a great deal of weight when planning marketing spends.
If you really want to know how to create memories with your customers, drop our Creative Strategist a line on firstname.lastname@example.org and he’ll catch up with you and leave you with some very interesting insights.