Creating an upscale brand experience

From: Are You Experienced?

Brand experience is the reason the Apple iPod commands an unprecedented 70%-plus share of the portable digital music player market, despite its premium price tag, and Starbucks can sell a fifty cent cup of coffee for over two bucks. From our perspective, these are pretty compelling reasons to consider creating an upmarket experience for your brand.

So what is it about Starbucks that makes their cup of coffee worth five times more than the one you get at Denny’s? They had a big idea and they’ve successfully used it to create an experiential package for their products that emotionally connects with the consumer. This business feat took more than a little bit of imagination. It also took a lot of courage.

Finding the big idea that powers brand experience is not an easy task. Making sure it is delivered consistently, day in and day out, is a labor of love. You have to understand and care about the audience you want to have as customers. You have to know what your company can conceptually offer and operationally deliver that will inspire consumers to pay a premium to participate. And you have to communicate with your audience clearly, consistently and creatively, at every touch point, in a way that moves them toward loyalty.