Experience Counts

Martin Payne
Through the Loop
Ross Urquhart

'Brand experience' is one of marketing's latest buzz phrases. As companies look for new ways to communicate their brand, brand experience is frequently mentioned as a possible way forward. A desire to build experiential elements into brand communications, indeed the whole brand proposition, results from a number of crucial factors. Taken together, these mean that marketers have to find new ways to connect with their target audience.

They include the following.

  • Traditional communication channels are seen to be less effective. This results from media fragmentation, ease of changing channels, 'zapping', and so on.