Your SlideShare is downloading. ×
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

2,569
views

Published on

The new paradigm from brands.

The new paradigm from brands.

Published in: Business

0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,569
On Slideshare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
91
Comments
0
Likes
6
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
    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