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

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The new paradigm from brands.

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Transcript of "The Experience Economy"

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