How "experience" aligns (or doesn't) with media spend

Geoffrey Precourt
Warc

Although there are any number of ways to interpret brand success, MESH, a London-based agency, and Fiona Blades, the nine-year-old organization's founder/president, have carved out what they believe is a special niche: determining performance based on the ways in which consumers experience products.


Photo credit: Doug Goodman/dgphotography.com

According to Blades, the most important questions that you can ask a marketing director are:

  • "How do people experience your brand?"
  • "Are they experiencing it with other people?"
  • "Are they experiencing it with family?"
  • "Are they experiencing it at home?"
  • "Are they experiencing it while they're doing other things?"
  • "How are each of these kinds of experience having an impact on their brand perception?"