Understanding brand experiences

Chris Walker

Chip Walker argues that taking the brand as an experience expands the definition of what branding is and creates a new canvas for carrying out a brand's vision.

Understanding Brand Experience

Chip WalkerWunderman

A few years ago, a prominent brand of TV sets was suffering from poor sales results and believed it needed to change its positioning via a new ad campaign. Since the brand already had high market share, it sent researchers out to determine what message would persuade current customers to buy again. What they discovered surprised them. The culprit was not the brand's ads but its remote controls, which dominated consumers' daily experience with their TV sets. The numbers on the remotes wore off soon after purchase and because of this consumers questioned the...

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