Brands in the digital age: The perpetual experience engine
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 50 fastest-growing businesses between 2000 and 2010 were built with brands with a defined purpose. Google's purpose is to 'organise the world's information and make it universally accessible and useful' and Innocent Smoothies' is to 'make natural, delicious food and drink that helps people live well and die old'. This clear purpose results in brands that have enough richness to define not just the communications, but also how those brands behave in the real and virtual world, what the products are like, how they service customers and the cultural legacy and language they leave.