Your SlideShare is downloading. ×
0
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
The Experience Economy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Experience Economy

2,910

Published on

The new paradigm from brands.

The new paradigm from brands.

Published in: Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,910
On Slideshare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
106
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. the experience economy<br />The New Paradigm for Brands<br />Heather White-Laird<br />Executive Creative Producer, iCrossing<br />
  • 2. “mass marketing is dead” <br />Alan Lafley, CEO of Proctor and Gamble<br />
  • 3. advertising<br />can <br />no longer exist <br />by <br />blasting messages <br />to an audience<br />
  • 4. prior to the internet it was a <br />people to people<br />world<br />
  • 5. there were smiling shoe salesmen<br />
  • 6. now the relationship is digital<br />
  • 7. there were kindly bank tellers<br />
  • 8. now it’s all done online<br />
  • 9. in just the <br />last two years, <br />there has been a <br />fundamental shift<br />in how <br />we experience <br />the <br />world <br />
  • 10. people want <br />to be part <br />of a community<br />& brands <br />need <br />to participate <br />in <br />that conversation<br />
  • 11.
  • 12. we now live <br />in an <br />experience economy <br />where <br />people have shifted <br />from <br />passive consumption <br />to <br />active participation<br />Joseph Pine and James Gilmore<br />
  • 13. once our basic needs are met…<br />
  • 14. We seek an emotional experience<br />we seek an emotional experience<br />
  • 15. this doesn’t satisfy us anymore<br />
  • 16. it’s all about the relationship<br />
  • 17. and instead of this<br />
  • 18. we seek a financial friend<br />
  • 19. a brand is not a place, it’s a direction <br />John Gerzema, Chief Insights Officer, Young & Rubicam<br />
  • 20. the new value paradigm is no longer<br />commodities,<br />nor products,<br />nor services,<br />but<br />experiences<br />
  • 21. for decades the mantra was always show the product<br />
  • 22. always show the product<br />
  • 23. or show someone famous with your product<br />
  • 24. now product takes a back seat to experience<br />
  • 25.
  • 26.
  • 27. service vs. experience<br />
  • 28. design has the power to enrich our lives through<br />image <br />form <br />texture<br />color<br />sound<br />smell<br />
  • 29. As marketers, <br />wemusthelp brands <br />participate in that <br />experience<br />through design<br />

×