For a brand to survive, marketing’s focus must switch from messaging to experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 31, 2020, 9:49 AM UTC

Well-executed experiences can influence the brand image in consumers’ mind.

This article states how today’s consumers form an image of a brand in their minds. Consumers have to manage (and consider) several messages they receive each day. A brand’s image is then a “sum of all the experiences a consumer has had with the brand”.

Experiences like product use, out-of-stock situations, word-of-mouth contribute to a brand’s image in the consumer’s mind. Unlike in the past, with social media, consumers can now share their thoughts about a brand with a wider audience.   

The author says that companies “brand to survive” as brand image is constantly evolving in consumer’s minds with more recent experiences “looming large”. Companies need to define the brand image and experience they want to deliver, and then chart a course to achieve it.   

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[6 minute read]