Regardless of what industry you are in, every market is in evolution. As the noise increases, brands are required to evaluate their overall experience. But, what key areas should they be focusing on?

1. Is Brand Experience
the New Marketing?
September 24, 2019

2. 2
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2
3
4
Changes in the Industry
Brand Experience
Priorities for Today’s Marketers
Q & A

3. 3
Does the brand sell the
experience or does the
experience sell the brand?

4. Changes in
the Industry1
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5. spending more than half
of their marketing
budget on digital
experiences, according
to the average of
marketing leaders
spending across the
past two years
(Global SoDA + Forrester 2019 report)
decrease in ad spendAn
Evolving
Industry
In fact, traditional
advertising is the
number one area
earmarked for budget
decreases, with banner
ads expected to
decline 8.8%
(Global SoDA + Forrester 2019 report)
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40% 30% 92%
believe integrating experiential
and events into their
sales and marketing
strategy is imperative
for success — even
though providing ROI
on these tactics is still
tricky.
(AgencyEA, 2019)

6. want to do business
with companies who
share their values.
Increasingly,
consumers are making
purchase decisions
based on brand
activism and
authenticity.
millennials want to shop
An
Evolving
Consumer
brick & mortar stores,
where 90% of
purchases happened in
2017.
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92% 70% 98%
create and share digital content
at live events, giving
brands a built-in
opportunity for organic
influencer marketing.

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It’s Worth Doing Right
Season 3
Exploring Experiential
Air Date
March 27, 2019

8. Brand
Experience
2
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“A brand is not a logo. ‘Brand’ is the
collective meaning that audience
attaches to your organization.
‘Branding’ is the attempt to manage
that meaning.”
Matt Davie,
Brand & Marketing Strategist

10. The EcoSystem of the Brand.
Brand experience takes into account all touch-points
and interactions a brand has with today’s consumers
and weaves it into one consistent thesis across the
experience.
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Brand Identity
Services
Physical
Digital Products
Systems
Communications
Brand
Experience

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It’s Worth Doing Right
Ep 3, Season 7
Unwrapping Season 3
Guest
Ben McCraw
Co-Founder, Accomplice
Air Date
April 24, 2019

12. Priorities for
Today’s
Marketers3
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We take most of the money we could have spent
on paid advertising and instead put it back into
the customer experience. Then we let the
customers be our marketing.
Tony Hsieh

14. Define Your Brand Strategy
A brand strategy defines who, what, where, and how
for your brand experience. It guides all decisions
across marketing, channels, innovation, and growth.
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• Clearly Defined Value
Proposition
• Visual Language
• Design System
• Defined User/Consumer Journey
• Physical & Digital Service Experience
• Unified Marketing Strategy - Across
Touch-points
Components of a Strong Brand Strategy:
Brand Identity
Services
Physical
Digital Products
Systems
Communications
Brand
Experience

15. • An Emotional Connection. Bringing an experience to life,
beyond cool free stuff, with a human component and story-telling
is what makes experiences memorable. And experiences builds
brands.
• Activations May Not Change Perceptions. But experiences in
the activations, might. A positive association with a brand in an
activation is a step in the right direction and can go a long way.
• Human to Human Interaction. Even with the increase in digital,
we can’t escape the value that people interaction brings to your
brand experience. It personalizes the experience, making it
memorable and relatable.
Create a Deep Connection
In an increasingly digital world we’ve increased choices
exponentially for today’s consumers. In response,
consumers have intrinsically begun to seek out the off-
line experience.
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16. 16
It’s Worth Doing Right
Ep 4, Season 3
Immersive Experiences
Guest
Trevor Guthrie
Co-Founder, Giant Spoon
Air Date
April 3, 2019

17. • Know Thyself & Know the Customer. Establish purpose outside
of profit margin and look for ways to meet your customer where
they need you — not where you think they should be.
• Empty Experience is as Good as No Experience. Experiences
you create should come from an authentic place in your brand,
born out of your brand vision and underlying mission — not on
the coat-tails of pop-culture.
• Your Ethos is Seen in Culture, First. Your ethos begins inside
your organization and it’s observable from the consumer
experience.
Define Your Purpose
Deliver something special and meaningful to people’s
lives, give them a sense of what you are all about, and
they will be back.
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18. 18
It’s Worth Doing Right
Ep 3, Season 3
Intentional Connections
Guest
Bryce Phillips,
CEO & Founder, evo
Air Date
March 27, 2019

19. • Listen Before You’re Asked. Don’t wait until a consumer calls
out the discrepancy, unpack your product, your consumer
journey, and identify what your brand can do deliver on it’s
promises, intentionally. Then follow through.
• Be Willing to Draw Hard Lines. Your brand DNA should guide
every single choice you make, even when it demands you call
out a potentially polarizing ideas that fly in the face of your
brand values
• Building for No One. In a marketplace looking for authenticity,
when we build brands for everyone — we run prey to building for
no one. Contrary to the risk of alienation, staying committed to
your brand values actually serves to attract the right consumer —
the emboldened loyal one.
Be Authentic
Authenticity is the foundation on which trust is built.
Authenticity in a brand means being consistent, being
reliable, and paying attention.
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20. 20
It’s Worth Doing Right
Ep 3, Season 2
No Shirtless Mirror Selfies
Guest
Sarah Jones Simmer,
COO, Bumble
Air Date
March 21, 2018

21. • Extend What You Do Well. Digital & Physical experiences are not
meant to recreate what your brand already does really well.
Rather, these channels extend the reach of your brand —
meeting the consumer at the point of need.
• Complimentary & Seamless. When done well, the two channels
merge seamlessly. With each interaction the physical experience
of your brand compliments the digital experience and vice versa.
• Bring the Two Worlds Together. As you extend into new
channels and integrate both digital & physical touch-points, new
points of interaction with today’s consumer will emerge, lean into
these opportunities as part of a holistic evolution of your brand.
Integrate Digital & Physical
Today’s customers expect harmony between a brand’s
digital and physical selves to provide unique and
interesting experiences.
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22. 22
It’s Worth Doing Right
Ep 1, Season 2
F*ck it, Ship it
Guest
Luke Chatelain,
VP of Innovation, West Elm
Air Date
March 07, 2018

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