Brand Experience is the core of what we do.
People experience brands via concrete encounters. Encounters with the product, with advertising; encounters on the internet; encounters through editorial content, through conversations with friends and acquaintances, or simply through accidental contact within our daily environment. The sum of all these encounters amounts to the brand experience.
We only manage to perceive and explicitly process a fraction of this brand information. Nevertheless, all our conscious or unconscious encounters with a brand – whether they be digital or analog, first- or second-hand, inadvertent or purposeful, positive or negative – define our image of a brand, and significantly influence our preferences.
A person’s experience of a brand doesn’t take place over a specific channel, but rather takes place holistically, through the ‘brand experience trinity’ of content, signal, and channel. This trinity of content, signal, and channel represents the foundation by which one can strategically control a brand experience, and is defined in our brand model.
Brand experience will be the chief currency of brand management in the digital and post-digital era. The brands that understand how to measure brand experience precisely, how to manage it creatively and effectively, and ultimately how to maximize it – they will be the winners.
We offer three complementary, synthesizing approaches for measuring brand experience and employing it to develop one’s brand:
The Brand Experience Index, for quick and cost-efficient evaluation of one’s own brand experience in the context of its type and its competition.
The Brand Management System, a comprehensive, modular, iterative system for targeted optimization of brand experience and Return on Brand Investment.
Brand Experience Tracking, for ongoing evaluation of brand experience on the basis of the Brand Experience Index and the Brand Management System.