The Experience Economy
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The Experience Economy

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The new paradigm from brands.

The new paradigm from brands.

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The Experience Economy The Experience Economy Presentation Transcript

  • the experience economy
    The New Paradigm for Brands
    Heather White-Laird
    Executive Creative Producer, iCrossing
  • “mass marketing is dead”
    Alan Lafley, CEO of Proctor and Gamble
  • advertising
    can
    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 participation
    Joseph Pine and James Gilmore
  • once our basic needs are met…
  • We seek an emotional experience
    we 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,
    but
    experiences
  • 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,
    wemusthelp brands
    participate in that
    experience
    through design