``Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behaviour.`` – Marshall McLuhan

Brand experience

People experience brands through concrete encounters with the product, in advertising, on the internet, in editorial articles in the media, in conversations with friends and acquaintances, or simply through casual contact in our daily environment.

All conscious and unconscious encounters with a brand, whether digital or analogue, direct or indirect, initiated by the brand or unintentionally, positive or negative, shape our image of brands and significantly influence our preferences. The sum of all these encounters forms our brand experience.

The brand experience is developed not only through specific channels, but also in a holistic way through the combined effect of values, signals and channels. Our identity-oriented brand management approach considers both the outside-in and the inside-out perspective and the network of relationships between the brand and its stakeholders. Therefore, the Brand Identity Wheel is more than just a tool for defining the identity. It also integrates the various different stakeholder groups who experience the brand at different touchpoints and their specific expectations.

Based on this, one can develop concrete implementation plans for separate groups at different touchpoints.