Living in an experience economy
The nature of advertising has changed from persuasion (which focuses on the functional superiority of a product) to involvement (which highlights the empathy, or associations between, a product and the consumer).
'Friends and relatives' score higher than TV in 10 of the 15 countries surveyed by the Future Foundation.
And thus the potency of word-of-mouth based marketing strategies will become increasingly powerful.
Britain shows that the influence of the 'personalised' authorities is growing. i.e you turn to your friends and colleagues for validation.
Experience culture
Today's world is a world of experience of content, of culture and of content rich brands… a world where knowledge is profit and interconnectivity is power – where enabling and personal empowerment are keys to all B2C transactions.
The implications for business are clear. People will want more 'experiences' and to be able to define themselves by those experiences. They will want advice on how to start to build and then maintain expertise in certain activities.
In todays market, supporting end consumers is not an occasional event, but a necessary condition of being in business
Shoshana Zuboff. The support economy Penguin 2002
Shoshana Zuboff is the Charles Edward Wilson Professor of Business Administration. Harvard Business School
Solutions enabling memorable experiences
'Value added' comes from the quality of experience provided.
An experience is holistic, total, encompassing, transforming….and emotional
A 'service' is a transaction, an experience is an 'event' that leaves an indelible memory
Creating meaning through context
Meaning is treated here not as an attribute of information, but as a crucial part of human experience, a component of belonging, sharing, understanding, perceiving, associating, finding relevance, feeling included, seeing value, engagement, attitude, belief, acceptance, receptiveness, expectation and often attraction and desire.
Context is something that already exists in peoples lives. Combining the brand to the context gives the experience new, deeper meaning.
Throw in the 4C's: Connectivity, Culture, Community, Commerce and this is the brief
Strategic / Business / Creative brief
Expand - The - Experience
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