Brand experience can really be anything, but for us it’s when brands show up in a meaningful way. An experience should help a brand connect with their consumers and fans, both present and future, in real life or online.
Brand experience can sometimes be simplified and thought of (insufficiently) as ‘event marketing’. This isn’t untrue of what we do, though it’s just a fragment of what brand experience can be. A brand experience should always answer a business challenge; we’re not just throwing parties – although we love to do that too!
Clients are often looking for answers to different problems: some want better brand recognition or to attract headlines. Others might want to launch or give people a taste of a new product. But all of our clients want their audience to feel like they’ve gotten closer to their brand, products or what they stand for – even if they’ve not actually been physically near over the past few years.
An experience can take many different forms, too. Sometimes a brand experience is ‘below-the-line’ and is an online interaction, and at other times it sits ‘above-the-line’, and is an interactive billboard, flipping a traditional format on its head.