From Products to Experience Ecosystems
Rollover a question for
Brand owners used to think about innovation
as new product development
Creating products and services that built off existing brand equities or attempting to exploit opportunities with new brands. But we’ve all seen the 80-90% failure rates for this approach – and the risk rarely delivers the upside that will make your brand famous.
Identifying the potential for a brand to go beyond the functional benefits of the product or service and access more valuable emotional and cultural connections with customers is the first step to brand fame.
So, we use deep understanding of human values and behaviors coupled with insight into emergent cultural and technology spaces. And we fuse this inspiration with expertise from multi-disciplinary teams – design, engineering, media, interactive… to unlock and navigate the experience potential.
And then it’s about applying the principle of design thinking: working together to iterate development, launch beta, learn and re-apply in the marketplace, and constantly look for ways to evolve and augment the experience for customers.
Cultural Insight provides
Understanding culture reveals the meaning behind your brand territory – inspiring fresh ways to
express it, including through experiences and content.
Cultural Insight also draws inspiration from brands in other categories, analyzing excellence from
those that create brilliant brand worlds and captivating content. By assessing brands from a
full 360° perspective, we are able to get under the skin of how they make content work consistently across multiple touchpoints. In addition, immersing in culture shows us the raft of experiences consumers are exposed to, from the most emergent and exciting to the everyday and routine.
As well as looking at what brands do, we can analyze all other aspects of culture – events, shops, leisure activities, public spaces, cultural landmarks... This enables us to see what can be used as inspiration to kick-start ideas, and how to create content and experiences for your brand that have
equal depth and strength.
Magnetic brands with a compelling character and
a strong emotional connection to their audiences
unlock huge opportunities for brand-led growth
Magnetic brand positioning is the starting point for great content and experience creation – understand what drives it and you’ll find it much easier to develop content, steer and own it in a laser-like way.
Brand Navigator measures brand magnetism (a brand’s relevant differentiation), brand character
and the strength & nature of the emotional brand connection today. It also identifies the effectiveness and impact of already established content, touchpoints and signals.
With our Driving Power Analysis, we distil the most important future drivers to enhance the brand’s
entire performance. Brand Navigator identifies clear insight and actionable guidelines on future positioning options to fuel brand magnetism and, finally, sales.
Use BrandSum as the basis to provide fresh,
relevant and differentiated value to your target
BrandSum is a positioning framework that weaves deep insight from a consumer, category
and cultural perspective into the very heart of
your brand positioning. This combination of insights should be the inspiration for everything
the brand does.
Not only does it ensure focus on what your audience finds relevant, it also highlights what’s
different in your category, and layers in what’s fresh from a cultural perspective. This combination
shows us how to create content and experiences of real value.
When brand experiences consistently align
with consumers’ expectation, equity is built
That’s why we believe that measuring and monitoring brand experiences should be part of any
brand-building and activation program. This is especially true in today’s world where customers
play an active role in shaping who brands are. Consumers are in effect acting as the conscience
of brands; with brand credibility and authenticity being celebrated, played with and even challenged
by consumers at each point of experience.
Thanks to technology and the Internet of Everything, we are able to quantify and monitor these experiences as they happen, in the moment. We can also study them retrospectively for patterns using tags, cookies, POS data, etc. Experiences can also be quantified and validated using our proven brand frameworks through survey data.
All of these enable us to help our clients ensure that the experiences they deliver to consumers are relevant, consistent, delightful and on brand – ultimately, for the purpose of building lasting relationships.
Brands and consumers
are demanding more of
But if you want your brand to get more from consumers, you need to
give more. You need to provide things of real value and relevance.
As touchpoints fragment and competition proliferates, the brands creating the most impact make every interaction with consumers add as much value as the product or service itself.
This principle isn’t just the preserve
of the likes of Red Bull
Any brand that wants to build a relationship with consumers in the online world must think first of what they can offer the consumer – not what they can get out of them. But this isn’t just about giving discounts or loyalty points – those sorts of things are a dime a dozen.
This is about creating things that generate greater meaning for consumers – either by being useful, being highly entertaining and immersive, or by facilitating social connections.
To do this, brands need to stop thinking about communications, and start thinking about content – content that has genuine value in people’s lives.
Click for Case Study