Experience Brands

December 2, 2002

in Brand Futures, COMsumers

What do you do with a blog and work in progress? What do you do when stuck? Even when it’s unfinished. Possibly the smartest thing to do is just share, maybe the diagrams need no explanation.

How is a great brand built? How do you encourage and nurture both dynamic and stable elements? With heaps of IMAGINATION we build great brands. This could be an emotional branding pitch, or a program to enable organizations to live the brand. I was simply reflecting on how one might build a jammin brand for accelerating innovation and providing some creative friction.

Running a program to develop a great brand requires methods and process. It tends to become iterative, a continuous process. The brand imagination feeding a hunger for new experiences. This quite traditional model builds the brand links who we are by what we do and how. Facilitated imaginatively, adding ingenuity to our offering and individuality to our personality (how we are described) strengthens and leverages the brand promise. Use it well and often wonderful feature and benefit discussions emerge as you and your team climb the “experience” ladder.

Still as a model, it remains provider centric, rather than network centric. In todays customer centric world our strategies must define co-creative brand experiences. Our model must aid companies in prospecting and discovery, creating opportunities to out run the competition? A slight change in the terminology and the way we look the brand/community experience enables us to be more perceptive reframing around connectivity, experience, and community. Rather than Imagination it may just be Sparks. For individuality it may be friction and for ingenuity it may just become collaborative expermentation. For an organization laddering provider and network centric views may accelerate the creation of new options.

My perspective represents the need to create connective experience strategies that infect the brand community Perhaps this will help to frame the intersection for a new type of research company.


So how’s it fit?
In the Experience Organization. These organizations (eBay is a good example) know: 1) The CUSTOMER IS IN CHARGE, 2) networks and communities accelerate learning, 3) adaptive capability comes from weak signals

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