Are You Experienced?
Martin Payne, Through the Loop, shows how developing a brand experience can help a brand broaden its franchise and fight off competitors
Through the Loop has been researching how brands will have to change now we have entered the next millennium. One of the concepts identified is the brand experience. This extends beyond brand values, to introduce new associations and to allow the consumer to become more immersed in the experience. When we move beyond the brand, we enter the brand experience. A brand experience delivers new colours, shapes, sounds and sensations that embody...