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 Presentation Transcript

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