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The new paradigm from brands.
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the experience economy
The New Paradigm for Brands
Heather White-LairdExecutive Creative Producer, iCrossing
“mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble
advertisingcan no longer exist by blasting messages to an audience
prior to the internet it was a
people to people world
there were smiling shoe salesmen
now the relationship is digital
there were kindly bank tellers
now it’s all done online
in just the last two years,
there has been a fundamental shift
in how we experience
the world
people want to be part of a community& brands need to participate in that conversation
we now live in an
experience economy where
people have shifted from
passive consumption to
active participationJoseph Pine and James Gilmore
once our
basic needs are met…
We seek an emotional experiencewe seek an emotional experience
this doesn’t satisfy us anymore
it’s all about the relationship
and instead of this
we seek a financial friend
a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam
the new value paradigm is no longer
commodities,nor products,nor services,
butexperiences
for decades the mantra was always show the product
always show the product
or show someone famous with your product
now product takes a back seat to experience
service vs. experience
design has the power to enrich our lives through
image form
texture color sound smell
As marketers, we must help brands
participate in that experience
through design