Brands in the digital age: The perpetual experience engine

This article argues that the most successful businesses are built on brands with a purpose, and takes lessons from Innocent, the smoothies brand, Jawbone, the human centred technology company, Google, the technology company, and Red Bull, the soft drinks manufacturer, to illustrate the importance of experience in brand building.

Brands in the digital age: The perpetual experience engine

Omaid HiwaiziGeometry Global

Brands built through product experience and social culture created around the brand will succeed and be more sustainable than brands built on advertising and communications, as the likes of Google, Red Bull and Jawbone have shown.

Too often these days, our industry sees brands as the sole product of advertising and communications. This is understandable as communications are the core of what we do (and the service we sell).

But we have to remind ourselves that the most successful brands are built around a purpose. The top...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands