From interruption to infusion: a shift in brand experiences

 Alex Connell
By Alex Connell | 17 November 2023
Alex Connell.

In the ever-dynamic media and advertising landscape, amidst economic challenges, fragmented media channels, shrinking budgets, and the impact of AI, subtle yet significant shifts are occurring. Brands are moving away from incessant product-focused messaging and adopting a more refined approach. This places a premium on creativity and the seamless integration of brands into the intricate tapestry of the customer experience. 

Brands are no longer content with merely reaching audiences; they now aspire to become an organic part of their lives. 

The Evolution of Customer Experience

In the traditional industrial complex model, advertising was perceived as an unwelcome interruption in the content that consumers sought to enjoy.  Today, brands have a unique opportunity to make advertising and brand communication an integral part of the customer experience, rather than a disruptive force.

Successful brands have come to realize that customer experience itself serves as a powerful channel for conveying their message. By seamlessly weaving their brand narratives into the fabric of everyday life, they can establish authentic and enduring connections with their audience. Owned channel experiences have proven to be highly effective in capturing audience attention, enhancing memory encoding, and fostering longer-lasting information retention.

This shift is perhaps most evident in the increase in experiential marketing, where brands immerse consumers in their story, values and positioning through interactive events, pop-up stores, and online experiences. A prime example of this is Nike's House of Innovation stores, which transcend traditional retail spaces to become showcases of innovation and technology. It transforms the shopping experience into a unique discovery, ensuring audiences are not just shoppers but active participants in Nike’s narrative.

Content and Context: A Dynamic Duo

While the significance of quality content remains unchanged, context has emerged as its essential counterpart. Merely producing engaging content is no longer sufficient; it must also be strategically placed in the right context, seamlessly integrating into the media landscape where consumers reside. This alignment ensures that the content resonates with the audience's needs, values, and lifestyle. Airbnb's "Experiences" feature is a prime example. This innovative addition allows travellers not only to book accommodations but also to access unique, locally curated experiences. Airbnb recognized the need to provide context for the entire travel experience, curating a collection of experiences tailored to each destination, enriching the customer journey beyond mere lodging.

The Expanding Role of Creativity

Creativity has evolved and now extends to redefining the boundaries of brand engagement.

Traditionally, creativity was often confined to the role of advertising because communications typically require the least organizational effort while garnering the most attention but considering the 4 P's, creativity doesn't have to stop at marketing communications  (promotion); it can infiltrate product design, customer service, and even company culture, which shifts from merely selling a product or service to marketing an identity and a lifestyle.

Perhaps an obvious example but Apple's success can somewhat be attributed to its unwavering commitment to creativity. Its products are more than functional tools; they are statements of design and innovation. By fusing art and technology, Apple has firmly established itself as a symbol of creativity, significantly permeating customers' self-perception and lifestyles.

Authenticity and transparency in a digital age

In an era of continuous media exposure and instant communication, authenticity has taken centre stage. Today's audiences are discerning and have a keen ability to recognize inauthentic brand posturing. This has necessitated transparency and the establishment of genuine connections with the audience.

Patagonia, the outdoor clothing company, stands out as a beacon of authenticity. It’s commitment to environmental responsibility is not a mere marketing ploy but a deeply ingrained core value seamlessly integrated into the brand’s business practices. By living up to the Patagonia principles and being forthright about its operations, Patagonia has fostered a community of loyal customers who share its values.

In today's evolving landscape, brands should look to move beyond superficial engagement and recognise that creativity, context, and authenticity can be keys to build successful brand-customer relationships.

The future belongs to those who seamlessly integrate their brand narratives into everyday life, fostering authentic and lasting connections with their audience. Brands that embrace this will not only contribute to a richer and more meaningful customer experience but also improve the likelihood of success.

 Alex Connell, Group Planning Director for Carat

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