When we think about brands, we generally think about whatever it is they sell. Apple sells phones and computers, Disney sells entertainment, McDonald’s sells fast food. But there is a key aspect to each of these that is incredibly important to what they sell, but is far less tangible: experience.
A lot of brands will sell you a computer or a phone, but few make the experience of buying one more memorable than Apple. From the glittering minimal design of their stores, talking to a genius, to the sound the box makes when you slide it open, the entire Apple experience has been carefully curated.
Brands are no longer valued for their product or services alone; a key differentiator is the customer experience that comes with what they sell. Experience can be a way for a brand to stand out and connect with consumers more deeply.
Simplifying the world of marketing, grouping the most popular books, frameworks and beliefs in different schools of thoughts or ‘brand religions’. So what is your brand religion and are you measuring brand success the right way?