Interaction Branding | Lesenswertes

Experience branding: the same, but different by Fresj

Interactivity has more impact: While the beginning years of modern branding were about products and communication (Olins brand experience model), with the new way of branding, the behaviour and environment elements are addressed more often. Besides indirect messaging, there is also a branding technique called direct-experience. Direct experience is about using the product or service. This positive or negative experience influences the feeling of the customer towards the brand. Direct experience is much more effective and has much more impact then indirect messaging. This because of an actively participating customer, interacting with the brand and its product.

The use of interactive media: The behaviour element of Olins’ model is about the way for example employees of a certain company interact with you. If the receptionist of a chic hotel doesn’t greet you when you enter the hotel and doesn’t seem very interested in helping when you’re asking for clean towels, the brand experience of the hotel probably isn’t complete. Another way company’s can behave through is via interactive media.

“The interaction a customer has with a website is a very intimate interaction with an organisations brand. When it let’s us down, the brand let’s us down” David Tames, innovationcatalyst.

I just read about the purchase funnel, which describes in general the steps a customer walks through when making a purchase. Pete Lerma (Tribal Fusion) uses the elements of this funnel for what he calls the “brand experience cycle”. The steps a customer walks through in this cycle are awareness, consideration, preference, experience and loyalty. Lerma typifies the use of interactive media with each of these steps differently. According to Lerma, in the experience-step (Which is Purchase in the traditional funnel) interactive media mainly plays the role of “generating excitement and delivering the information a customer needs to make the most of the brand-experience.” read on!

(Excerpt taken from http://sylviavandelft.wordpress.com/)

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