What is brand experience anyway?
Clients are so far ahead of most agencies when it comes to brand experience, says ECD Michelle Schuberg, they’re struggling to find partners who they can meet, date and marry.
After more than a decade of agencies telling clients they need to consider ‘brand experience’, the good news is they finally get it.
However, they don’t just get it… they really get it. Clients are now ahead of most agencies. They’re struggling to find someone to do brand experience well, and effectively deliver it as part of a mature and integrated marketing mix.
A big part of the problem is that the term is still quite loosely defined. So what exactly is brand experience? And what does it involve?
Put simply, it’s everything that people voluntarily opt in to. One way or another, if they choose to click, swipe, attend, stop, talk, view it or engage with it in any way – it’s brand experience.
