The Musings Of An Opinionated Sod [Help Me Grow!]


Finally A Brand Experience That Stands Out From The Crowd …

As funny as the photo above is, the reality is it’s still a better brand experience than much of what passes for good brand experience these days.

Hell, if I was shopping there and saw that sign, it would make me smile, which is more than a lot of brands and their experience strategies achieve.

I’ve said it before but too many companies mistake basic interaction as brand experience. Or worse, think that by simply removing friction from the purchase process, they’re building a good brand experience.

Seriously, how boring and self-centred must their lives be to think that?

If done well, brand experience can be a huge thing.

And by well, I don’t mean making bad, average – or creating a consistent base-line standard across the company – I mean making the things that actually matter to audiences, personal and valuable … or focusing on the key things audiences think you actually do well and pushing that so the experience can become something that is almost seminal so people want to share, repeat and shout about.

I wrote about this a while ago [here and here, for example] … but it still blows my mind how many companies and agencies approach experience in terms of not getting left behind when they should be seeing it as an opportunity to move ahead … a chance to leave their competition looking slow, rather than themselves.

And before people say this approach would cost more money, it doesn’t. Or it doesn’t have to. It’s all about defining the experience you want to create.

Given a badly placed store sign next to some condoms gave me a better brand experience than so many of the systems, processes and strategies brand experience promotes, it’s safe to say the discipline may need to start understanding what people give a shit about rather than what they wish they did.


17 Comments so far
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That sign would get Billy arrested.

Comment by Bazza

he put it there. its his legal defence.

Comment by andy@cynic

The only action you get is opening the door to uber eats.

Comment by Billy Whizz

Still dropping bombs then Billy. Hahaha.

Comment by Rob

Says Mr Kamikaze

Comment by Billy Whizz

do the fuckers think people didnt have an experience before? and for all the money being poured into this, why is so much of it bland shit? the ad industry are worse than ambulance chasing legal pricks.

Comment by andy@cynic

the only fuckers I ever believed about this shit were those fuckers at prada. and they approached it like serial killers. everyone else is just slapping lipstick on a fucking pig.

Comment by andy@cynic

They were petrifying.

Comment by George

Can I ask what was so terrifying about them?

Comment by Lee Hill

Hey Lee. They basically approached their retail design like psychological warfare. It was amazing how much thought they went into it and analysed it. I hadn’t seen anything like it since I saw how Stanley Ho planned his casino empire.

Comment by Rob

Yes … they were amazing. And scary. Scary amazing.

But there are others. My SKPS client in China is definitely one of them. In fact, he takes experience to a whole different level, which may explain why he has been identified as having the highest performing retail store on earth. And having been there, that’s not a surprise. It’s amazing: https://tinyurl.com/4jx7vjah

Comment by Rob

That is extraordinary Robert. Would love to hear more when you have the time.

Comment by Lee Hill

Excellent post. I am a firm believer in brand experience but I’ve believed in it since before it was a separate profit centre.

Comment by George

Well put George.

Comment by Lee Hill

Hahahaha … evil, but true.

Comment by Rob

Removing friction should be table stakes. Adding it is where things get interesting.

Comment by John

Yep. It’s amazing how many people think doing the basic requirement of their job deserves praise and more reward.

Comment by Rob




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