Defining relevant brand experiences

From: Are You Experienced?

Everywhere we look, reports confirm that fewer consumers are making purchases purely for material gain—that, instead of acquiring stuff, people young and old are spending their money and time having experiences. From a branding perspective, this news is promising. But from a company perspective, it can be highly perplexing.

If you’re The Ritz Carlton, which built its business providing the very wealthy with luxurious settings and an unparalleled personnel-to-guest ratio for over 75 years, describing the brand experience is simple. Likewise, if you’re a purveyor of kayak trips around San Juan Island or Glacier Bay, the experience part is easy.

But what if you’re marketing a brand of skin cream, living room furniture, raincoats or a hotel chain serving the business traveler? What does “experience” mean to your market? What must you do to create an experience that is as fulfilling for your stockholders as it is for your customers?