An iconic financial services institution is seeking an experienced Senior Content Manager to join their team as they embark on an innovative growth phase. Reporting to the Head of Brand, this position will be responsible… Read More
We know you need grit to maintain consistency with your brand. You can congratulate yourself if you do maintain consistency but this is only part of the journey in your quest to create the sublime business. To do this you must know how to generate memorable experiences attached to your brand. Sergio Brodsky is a marketing professional and a scholar of The Marketing Academy and talks about ways in Marketing Mag to stamp your brand to create memorable experiences.
” Every memorable experience has key features that define it and make it special. Yet, experiences are but abstractions, felt and interpreted in our minds. By analysing yours and others’ experiences, it becomes easier to define how your brand should be sensed.”
Sergio wants to share ways with some help from his friends, in an advertising sector that has become more quality based than volume based, with 11 powerful hacks to help us make a mark in our target audiences’ minds.
* Precision, Addressability And Convergence
Vijay Solanki, CEO IAB Australia. Digital lends itself to the delivery of experiences through personalisation, context, community and immersion. Tailoring your experiences, using data and media to get the right experience at the right time, experiences mean more when shared and digital experiences can deliver you to places that might be hard to get to.
* Customer Journey Ubiquity
Simon Davenport, National Advertising And Communications Manager, Office Works. Design your service around customer journeys and set up experiences to suit their needs, not what has worked for the brand.
* Compulsively Fun
Don Rubin, game designer, US’s premier puzzle master. Focus on compulsion, a powerful psychological state typified by habitual, almost irresistible repetitive behaviour. Balance the degree of difficulty in the participation. One that’s too difficult is frustrating, one that’s too easy is boring a well balanced situation is compelling and fun.
Steve Kalifowit. Director brand strategy, Twitter JAPAC. Great experiences need high relevance, which can be found at the intersection of solid audience insights and strong brand identity.
* Equal Measures Of Delight
George Hedon, founder Pause Festival. Resolve any given situation with maximum satisfaction to both sides. Only genuine experiences maximise impact.
Tina Walsberger, head of marketing and customer service, Sydney Festival. Every touch point should reveal a clear and magical brand vision or extreme brand vision.
* Technology As The Invisible Enabler
Tom Goodwin top voice marketing, LinkedIn. Increasingly see technology as the key to great customer experiences. Putting technology in the background and making life easier.
* Reliability Over And Over Again
Jodie Auster, general manager uberEATS Melbourne. When a customer says, I want this now, you deliver magic when your product is easy, fast and reliable every single time. Repeated operation precision.
* Spectacle The Narrative
Gil Poznanski, Melbourne based creative technologist. Our society is enthralled by the spectacular. Everyday reality can’t keep up with the stimuli we want. Advertisers should mobilise arousal. Exaggeration makes experiences stick.
Sandra Sieb, co founder Leadership Partners. Before you can create any experience, you need to create trust. Trust is the safety zone that will make your audiences want to listen to you.
Zanyer Kurd, founder Zuse Digital. Our brains are hard wired to identify and complete patterns. Great experiences allow people to partly own them. Create an app and invite users to story tell and comment.
Don’t waste time any money developing a brand that’s not going to do the job. In this summary the expert’s have shared their knowledge built around brand experiences that will stick. The key is to make these experiences memorable so that your customers will keep returning to participate. Using technology to help drive these experiences is a must to deliver customer satisfaction and maintain strength with both sides of the business relationship. Making participation challenging in a way that makes your customers think is a good idea. Mental stimulation and trust is a healthy mix in the process of making your brand stick.