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BESTEXPERIENCEBRANDSA GLOBAL STUDY BY JACK MORTON WORLDWIDE
EXECUTIVE SUMMARYBEST EXPERIENCE BRANDS     reports the topline findings ofquantitative and qualitative research conducted...
TABLE OF CONTENTSBrands are Verbs 4About the Study 6Key Research Insights: Experience Matters 7Experience Brand Drivers 11...
BRANDS ARE VERBSJosh McCallToday, more than ever, how a brand behaves is more                                             ...
BRANDS ARE VERBS (CONTINUED)These advantages include: differentiation and memorabilityin a cluttered and competitive marke...
ABOUT THE STUDYBEST EXPERIENCE BRANDS is based on a survey sponsoredby Jack Morton Worldwide and conducted online by KRCRe...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERSLiz BighamI have a lot of conversations about experience brands.        WE ASKED ...
No more punting on brandexperience: consumers expect it,they will buy and paymore because of it,and brands aren’tdeliverin...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Here	are	three	things	the	BEST EXPERIENCE BRANDS                 I wi...
KEY RESEARCH INSIGHTS: EXPERIENCE MATTERS (CONTINUED)Collectively, these three key insights should definitivelydo away wit...
EXPERIENCE BRAND DRIVERSSo consumers expect unique experiences and will rewardbrands that provide them. What can brands do...
EXPERIENCE BRAND DRIVERS (CONTINUED)As part of the BEST EXPERIENCE BRANDS study, consumers                                ...
EXPERIENCE BRAND DRIVERS (CONTINUED)#2 THE MOST IMPORTANT CATEGORIES OF                             Across all three, cons...
EXPERIENCES VALUED BY CONSUMERSAverage importance on a scale of 1- 7 for unique brand experience drivers, by category (mea...
EXPERIENCE BRAND DRIVERS BY SECTORSERVICE-BASED SECTOR / AIRLINES                                    PERFORMANCE          ...
EXPERIENCE BRAND TRENDS                                                                Consumers more likely toBEST EXPERI...
EXPERIENCE BRAND TRENDS (CONTINUED)DEMOGRAPHIC TRENDS:                                          Premium audiences outshine...
EXPERIENCE BRAND TRENDS (CONTINUED)Mobile devicesThere is a much smaller gap between consumers’judgment of past experience...
LEARN MORELook for more insights from the BEST EXPERIENCE BRANDSstudy to be released in the future. To request insights fr...
JACK MORTON WORLDWIDE IS A GLOBAL BRAND EXPERIENCEAGENCY WITH OFFICES ON FOUR CONTINENTS. OUR AGENCYCULTURE PROMOTES BREAK...
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KEY RESEARCH INSIGHTS: EXPERIENCE MATTERSLiz Brand experience research and insights

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KEY RESEARCH INSIGHTS: EXPERIENCE MATTERSLiz BighamI have a lot of conversations about experience brands. WE ASKED CONSUMERS "WHICH BRANDS DOThese conversations often falter when, inevitably, the YOU BELIEVE OFFER UNIQUE EXPERIENCES?"question is asked: What are some examples of experience HERES WHAT THEY SAID:brands? The answer I most often hear, and give, isApple. Interestingly, answering “Apple” often leads to an #1 #2 #3 #4objection – one I’m confident the BEST EXPERIENCE BRANDSstudy will help to dispel.The objection goes: “I can’t be Apple, therefore I can’t be #5 #6 #7an experience brand." The assumption is that Apple is suigeneris; only Apple gets to be Apple. Therefore, being anexperience brand is a rarified condition, achievable only #8 #9 #10by a special few.BEST EXPERIENCE BRANDS proves first and foremost thatbeing an experience brand is neither optional nor limitedto certain kinds of brands, Apple or otherwise. Put simply: [ fig. 1 ]consumers want and expect brands to provide a uniqueexperience. Yes, consumers do indeed rank Apple as thebrand that provides the most unique experience across allcategories (see [ fig. 1 ] ). But more importantly, they revealan expectation that they should encounter unique brandexperiences everywhere, across many different productcategories (see [ fig. 2 ] ). Consumers reveal that theywill reward brands that offer unique experiences (and byimplication, the opposite is true, too: fail to offer a uniquebrand experience and consumers will choose anotherbrand). BEST EXPERIENCE BRANDS /7

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  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
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  • A great read and a lot of insight, will keep an eye for more of this!
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  • Systematic predictable and Unique Experience is the new essential differentiation as quality is becoming a commodity
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  • 'Unique' along with 'Original', each will be the key-words for 2012
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