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Experience
is the BRAND
Build a Brand Worth Talking About
GRAHAMDBROWN
what’s  inside?
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  case  studies
GRAHAMDBROWN.COM
experience  is  the  brand
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  the  case  studies
GRAHAMDBROWN.COM
people  don’t  
buy  stuff…
product
GRAHAMDBROWN.COM
“Stuff”  -­‐  the  physical,  
tangible  nature  and  features  
of  your  product
social
 connection
 
shared
 experience
 
feeling
they  buy  
what stuff
does for
them
product
GRAHAMDBROWN.COM
Get this EXPERIENCE IS THE BRAND PDF Presentation FREE…
…when you order my BRAND LEADERSHIP MANUAL
www.GrahamDBrown.com/manual-bonus-exp
NOTE: EXCLUSIVE SLIDESHARE OFFER
(you won’t find this on my site)
click here
experience  is  the  brand
in  adver2sing  
parlance,  this  is  called  
“selling the benefit of
the benefit”
GRAHAMDBROWN.COM
people buy on emotion
and justify with logic
GRAHAMDBROWN.COM
There  is  a  big  
difference  between  
what  people  say  they  
do  and  why  they  do  it
Brand Experience: Build a Brand Worth Talking About
Join 2,300 marketers at the Brand Experience Academy
 get access my latest Case Studies, Presentations and
Webinar Videos FREE
experience  is  the  brand
we  are  in  the  business  
of  selling  emotions  
not  stuff
GRAHAMDBROWN.COM
78%
of millennials
would rather spend money on
EXPERIENCES
not THINGS
GRAHAMDBROWN.COM
experience  is  the  brand
…and  the  most  
powerful  experience    
is  the  feeling of
belonging…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
Share the love
don’t forget to 

hit the LIKE button
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can discover this too
we are social by design
GRAHAMDBROWN.COM
we crave
shared experiences
GRAHAMDBROWN.COM
we fear loneliness
GRAHAMDBROWN.COM
In  some  cases,  the  fear  
of  missing  out  can  be  
more  powerful  than  the  
will  to  live
we don’t want coffee
we want “the 3rd place”
GRAHAMDBROWN.COM
of  course,  Starbucks  
doesn’t  sell  coffee…  you  
can  get  it  cheaper  and  
faster  at  McDonalds
we don’t want cheap shoes
we want the best service
GRAHAMDBROWN.COM
Zappos  isn’t  the  
cheapest  but  75%  of  its  
business  is  repeat  
customers
we don’t want cheap flights
we want to feel human
GRAHAMDBROWN.COM
We  choose  SouthWest  
Airlines  over  cheaper  
operators  because  they  
won’t  treat  us  like  s**t
we don’t want cheap
accommodation
we want to get to know
the locals
GRAHAMDBROWN.COM
We  choose  Airbnb  and  
Couchsurfing  because  
we  crave  the  human  
experience  
experience  is  the  brand
we  value  the  
experience  more
than the brand or  the  
product
GRAHAMDBROWN.COM
what  
you  make  
for  them
content
GRAHAMDBROWN.COM
Context:
 
The
 Experience
what  you  
mean  to  
them
content
GRAHAMDBROWN.COM
so… how do you create…
…context?
GRAHAMDBROWN.COM
more on feeling
focus less on “positioning”
GRAHAMDBROWN.COM
We  need  to  move  from  
the  20C  self  -­‐centered  
model  of  positioning  /  
“top  of  mind”
they will soon forget
what your brand said
but they’ll
always
remember
how you
made them
FEEL
www.GrahamDBrown.com flickr © instantvantage
Experience is the Brand
GRAHAMDBROWN.COM
That’s  all  they  will  
remember,    
that’s  all  they  will  share
experience  is  the  brand
let’s  look  inside  Brand
Experience…  at  the  3  
core  elements  of  
BRAND DNA
GRAHAMDBROWN.COM
experience  is  the  brand
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  the  case  studies
GRAHAMDBROWN.COM
PEOPLE
METRICS
85%
of brand happens in daily  interac2on (tweets, status
updates, content shares, conversations between
customers, between customers and employees)
PEOPLE
CULTUREMETRICS
Brand    
Experience
CULTURE
Brand= People + Culture + Metrics
GRAHAMDBROWN.COM
experience  is  the  brand
so  here’s  the  hard  
part  for  traditional
marketers…
GRAHAMDBROWN.COM
you can spend millions on
ad campaigns….
GRAHAMDBROWN.COM
…all bets are off
…but as soon as your customer
interacts with your frontline staff
GRAHAMDBROWN.COM
experience  is  the  brand
branding brand  experience
GRAHAMDBROWN.COM
experience  is  the  brand
branding brand  experience
GRAHAMDBROWN.COM
you can’t build a positive brand experience
spending $millions on your ad agency
…and cents on your people
GRAHAMDBROWN.COM
experience  is  the  brand
brand  starts  in  the  
recruitment  process…
your people are your
brand
GRAHAMDBROWN.COM
your first fans are…
your own people
GRAHAMDBROWN.COM
that’s  right,  these  people  
now  have  more  power  to  
shape  your  brand  
experience  than  the  ad  
agency
experience  is  the  brand
brand  starts  inside  
your  company  with  
your company
culture…
GRAHAMDBROWN.COM
www.GrahamDBrown.com
“for organizations,
culture is destiny”
Tony Hsieh, CEO Zappos
GRAHAMDBROWN.COM
toxic cultures produce
toxic brands
GRAHAMDBROWN.COM
experience  is  the  brand
we  need  to  stop  
looking outside  our  
companies  for  
answers…
GRAHAMDBROWN.COM
you can’t advertise your
way out of the problem
Advertising
is a
TAX
on boring
brands
www.GrahamDBrown.com flickr © strevs
no more hiding
behind the ad
agency
GRAHAMDBROWN.COM
experience  is  the  brand
brand  is  not  a  
strategy…  
it’s who you are
GRAHAMDBROWN.COM
In this ever-changing society, the most
powerful and enduring brands are
built from the heart.
They are real and sustainable. Their
foundations are stronger because they
are built with the strength of the
human spirit,
not an ad campaign.
– Howard Schultz,
CEO Starbucks
GRAHAMDBROWN.COM
experience  is  the  brand
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  the  case  studies
GRAHAMDBROWN.COM
experience  is  the  brand
old  school  
BRANDING:  
manufactured brand
narratives  don’t  work  
anymore
GRAHAMDBROWN.COM
People don’t wake up
thinking about BRANDS
anymore...
www.GrahamDBrown.com flickr © commonbond
We can no longer control and manage the
brand conversation like we used to...
CONTROL MANAGE
www.GrahamDBrown.com flickr © posterboynyc
experience  is  the  brand
we  need  to  move  
from  viewing  
customers  as  
destinations  for  our  
marke2ng  messages…
GRAHAMDBROWN.COM
experience  is  the  brand
to  trea2ng  them  as  
partners  in  its  
produc2on…
GRAHAMDBROWN.COM
customers look at your
marketing and ask…
“where am I in this story?”
GRAHAMDBROWN.COM
every customer has a story to tell
every story builds your brand
GRAHAMDBROWN.COM
every kid with a laptop is a factory
GRAHAMDBROWN.COM
every smartphone is an ad agency
GRAHAMDBROWN.COM
experience  is  the  brand
welcome  to  the  world  
of  the  unofficial
brand narrative
GRAHAMDBROWN.COM
what  the  
ad  agency  
does
official
 
brand
 
 
story
GRAHAMDBROWN.COM
unofficial
 
customer
 
stories
reality
official
 
story
GRAHAMDBROWN.COM
Brand Experience: Build a Brand Worth Talking About
Join 2,300 marketers at the Brand Experience Academy
 get access my latest Case Studies, Presentations and
Webinar Videos FREE
dialog is out there…
whether you like it or not
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
Buzzsumo search results “McDonalds”…
experience  is  the  brand
…a  world  where  what
the customer says
about your brand  
becomes  how  others  
experience  it
GRAHAMDBROWN.COM
your brand
is as good…
…as the last
conversation
?
GRAHAMDBROWN.COM
Your brand is
what people
say about you
when you’re
not in the room
- Jeff Bezos,
CEO
Amazon
GRAHAMDBROWN.COM
brands are no more than
the stories we tell
GRAHAMDBROWN.COM
What  customers  say  
is  your  brand…  
is  your  brand
experience  is  the  brand
the  good  news  is  that  
you can win by
letting go…
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM70
19 million photos 

tagged #Starbucks on Instagram!!!
GRAHAMDBROWN.COM
experience  is  the  brand
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  the  case  studies
GRAHAMDBROWN.COM
so, say goodbye to the last century
GRAHAMDBROWN.COM
We  need  to  stop  
hanging  on  to  ideas  that  
worked  for  a  different  
era
The days of
ARE OVERwinning awards
and Tony the Tiger
Sorry
guys!
GRAHAMDBROWN.COM
say goodbye to awareness
GRAHAMDBROWN.COM
and fussing about Super Bowl ads
Just  look  at  the  fate  of  
the  Super  Bowl’s  biggest  
advertiser…
and big ideas…
GRAHAMDBROWN.COM
No  more  monolithic  
narratives  in  this  
pluralistic  media  
landscape
and brand management…
GRAHAMDBROWN.COM
Our  role  isn’t  to  police  
and  protect  the  brand  
but  to  make  it  as  
shareable  as  possible
say goodbye to gimmicks
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM79
…and marketing gimps
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
because this is not your brand
Brand  doesn’t  start  or  
end  in  the  creative  
agency  pitch
…this is not your brand
GRAHAMDBROWN.COM
Brands  aren’t  made  in  
celebrity  endorsements…  
that’s  so  1989
GRAHAMDBROWN.COM
…this is not your brand
experience  is  the  brand
say  goodbye  to  FAKE
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
GRAHAMDBROWN.COM
If  you  want  to  create  
LOVE  you  can’t  fake  it  
with  a  campaign,  it  
starts  with  your  people
experience  is  the  brand
1. marke2ng  truths  
2. decoding  brand  DNA  
3. how  brand  happens  
4. goodbye  Ogilvy  
5. hello  Brand  Experience  
6. access  the  case  studies
GRAHAMDBROWN.COM
experience  is  the  brand
…and  welcome  to  the    
real world…
of brand experience
GRAHAMDBROWN.COM
hello to people not consumers…
GRAHAMDBROWN.COM
If  we  want  to  engage  
them,  let’s  start  calling  
them  what  they  are  -­‐  
people  not  consumers
hello to emotions…
GRAHAMDBROWN.COM
…and FANS
GRAHAMDBROWN.COM
“It's better to have
100 people love
you than to have
1,000,000 people
like you.”
- Brian Chesky,
CEO Airbnb
GRAHAMDBROWN.COM
hello to conversations…
GRAHAMDBROWN.COM
Because  this  is  where  
your  brand  happens…  in  
conversations  not  
campaigns
frontlines
GRAHAMDBROWN.COM
…and  here  where  the  
rubber  of  your  
experience  meets  the  
road
www.GrahamDBrown.com flickr © ambriola
small touches that
make a big difference
…and  here,  where  the  
attitude  of  your  people  
can  make  or  break  your  
brand
say hello to
attention…
GRAHAMDBROWN.COM
empathy
social space…
GRAHAMDBROWN.COM
create  a  place  for  people  
to  belong,  a  space  where  
you  can  join  the  dots…
unofficial
 
customer
 
stories
…and    
joining    
the    
dots
GRAHAMDBROWN.COM
interrupting
START connecting
www.GrahamDBrown.com flickr © rafaelchacon
start embracing the unofficial
GRAHAMDBROWN.COM
because  we  are  no  
longer  in  control….
embrace
co-creation
GRAHAMDBROWN.COM

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