Experiencing Brands: The New Norm

It’s imperative in today’s world that customers are experiencing brands, this is the new norm. Brand experiences are the connective tissue between customer and brand. Customers are no longer just looking for a great product and great pricing, they want to know how your brand’s experience can change their lives.

Creative brand experiences translate into retail as well. Recently Guess partnered with Alibaba to launch its first experiential retail store in Hong Kong. Retailers are relying heavily on the use of technology as many stores have started to decrease the display of products while increasing the use of tablets and high definition screens. Guess isn’t the only retail giant shifting the way customers shop.

In NYC there’s a host of retail trailblazers crafting unique in-store experiences.

Coco-Mat

Ultra lux natural bedding brand offers products made from natural materials but some also Vegan, provide customers with nap time appointments. Customers can book a nap session to try out some of the brand’s most exquisite mattress options.

B8ta

The showroom co-branded with Macy’s offering a slew of tech devices from health to home. The products are on display allowing customers to touch and feel as they please.

Adidas

The fifth avenue store offers juice press to bleachers for customers to watch the games. They also offer customers the opportunity to get customized clothing and an indoor track on the retail floor, where you can get your stride analyzed.

Glossier

Disruptive beauty brand and giant created a theater like showroom allowing customers to sample products using interactive mirrors.

Amazon Books

Offers a collection of print books and as well as product demonstrations from Echos, the Fire TV, e-readers and tech toys.

Lululemon

Creates true tranquility in their store offering customers “zen pods” along with a selection of guided meditation.

In the end, brands who fail to humanize themselves will fail at connecting with customers and risk losing market shares rapidly.

What's Your Brand Personality?

Brands are like people so if you want to captivate an audience you need to know what’s your brand personality. Learning about your personality helps you craft a marketing strategy and also create the way you showcase your brand, not just on social media but also across your organization as well. Before you craft a strategy on connecting with an audience first get to know who you are. 

1. The Outlaw

They are rebellious, wild, and all about breaking the rules. They are also known as the trendsetters allowing people to break from the norms.

• Setback: They could take it too far and be seen in a negative light
• Example: Smirnoff, Virgin, Harley Davidson

2. The Hero

Wants to make the world a better place. They are strong, confident, brave, inspirational and honorable.

• Setback: Can come off as arrogant or unapproachable
• Example: Nike, BMW, Duracell

3. The Creator

These are imaginative brands that want to create something that has meaning and value. They are also very entrepreneurial.

• Setback: Can be perfectionists or even impractical
• Example: Youtube, Lego, Crayola

4. The Explorer

Is a brand that finds fulfillment in new experiences. They are adventurous, ambitious, independent pioneers.

• Setback: Won’t fit in with the mainstream
• Example: North Face, Jeep, Red Bull

5. The Regular Guy/Gal

They want to just connect with other and feel like they belong. These are brands that are totally down to earth, supportive, who kind of reminds you of the neighbor next door.

• Setback: They lack a distinct identity and can risk blending in too much
• Example: Home Depot, Levi, eBay

6. The Innocent

These are happy brands that aim to be young, pure, optimistic, and romantic.

• Setback: They can seem boring and naive
• Example: Dove, Coca-Cola, Cottonelle

7. The Lover

They are brands that crave to create intimacy, inspire love, passionate romantic, sensual, committed and warm. These are also the brands that help people connect and feel appreciated.

• Setback: They may be overtly selfless and not grounded
• Example: Victoria Secret, Godiva Chocolate, Nars

8. The Magician

They are the ones who make dreams come true. Charismatic, imaginative, inspire change and spirituality are what drives this type of brand personality.

• Setback: These brands take risks that sometimes lead to bad outcomes
• Example: Disney, Apple, Lululemon

9. The Caregiver

Is nurturing and all about taking care of others. This maternal like brand is generous, compassionate, and above all super selfless.

• Setback: Can be taken for granted or even exploited
• Example: Johnson & Johnson, Campbell Soup, Toms

10. The Ruler

Likes to create order from chaos. They are leaders who are responsible, organized and are great role models.

• Setback: Lack a common connection with many or be too controlling
• Example: Microsoft, Barclays, Mercedes-Benz

11. The Jester

These are brands that just want to bring joy into the world. They are fun, mischievous, and have a great sense of humor allowing people to be more impulsive and spontaneous.

• Setback: Can be easily disrespected and people won’t take them seriously
• Example: Ben & Jerry’s, IKEA, Geico

12. The Sage

This kind of brand thrives on helping the world gain wisdom, insight and is a trusted source of information. They can be seen as the gurus or mentors.

• Setback: Can risk being overly contemplative or very opinionated
• Example: BBC, Wall Street Journal, Google

So what kind of brand are you?