• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The Experience Economy
 

The Experience Economy

on

  • 2,639 views

The new paradigm from brands.

The new paradigm from brands.

Statistics

Views

Total Views
2,639
Views on SlideShare
2,341
Embed Views
298

Actions

Likes
5
Downloads
67
Comments
0

14 Embeds 298

http://abrandando.blogspot.com.br 191
http://www.abrandando.blogspot.com.br 54
http://abrandando.blogspot.com 17
http://flavors.me 7
http://abrandando.blogspot.fr 6
http://abrandando.blogspot.co.uk 5
http://abrandando.blogspot.pt 4
http://abrandando.blogspot.ru 3
http://www.linkedin.com 3
http://abrandando.blogspot.de 2
http://abrandando.blogspot.com.es 2
http://localhost 2
http://es.flavors.me 1
http://abrandando.blogspot.com.au 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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