Experiencing the Brand and Branding the Experience

Customers are increasingly looking beyond physical brands to `experiences': service experiences that are consistent, different and special.

Experiencing the Brand and Branding the Experience

Shaun Smith

Fancy flying a MIG 21 at twice the speed of sound? No problem, pick up a voucher at your local WH Smith. How about undertaking a James Bond mission and, in the process, getting the weapons training and gadgets? Just drop into your local Boots the Chemist and buy a gift certificate. Perhaps you would like to share a kitchen with a celebrity chef. That too is just a phone call away.

These adventures and more were available to consumers to purchase for themselves or others this Christmas. This is not...

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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

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