How "experience" aligns (or doesn't) with media spend

This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.

How "experience" aligns (or doesn't) with media spend

Geoffrey PrecourtWarc

Although there are any number of ways to interpret brand success, MESH, a London-based agency, and Fiona Blades, the nine-year-old organization's founder/president, have carved out what they believe is a special niche: determining performance based on the ways in which consumers experience products.

Photo credit: Doug Goodman/dgphotography.com

According to Blades, the most important questions that you can ask a marketing director are:

  • "How do people experience your brand?"
  • "Are they experiencing it with other people?"
  • "Are they experiencing it with family?"
  • "Are they experiencing it at home?"
  • "Are they...

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