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The Evolution of Brand Experience
Patrick Newbery, General Manager, Method
In the past ten years, branding has evolved from something that companies do on a controlled, outbound basis to something that consumers experience and perpetuate everywhere they go. The proliferation of new media and digital platforms has resulted in an explosion of various ways in which a brand is delivered and experienced. Yet many companies still treat each new product or service experience in isolation, by treating each brand experience in a non-cohesive fashion, and often at the very end of the product design cycle when it’s too late to make substantive changes.
It’s no longer sensible to treat the various components of a brand’s customer experience as though they were separate entities—channels such as the web, interactive/digital, broadcast, print, product interface, and immersive environments can be interrelated platforms of the same brand—delivering crucial returns to the business. In today’s noisy, media-saturated environment, acquiring and growing customer relationships requires a new, more holistic approach that solves business problems through the fundamentals of design, and allows for the brand experience to be better managed as it moves between the physical and digital realm.
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