I believe in storytelling for brands that are authentic, immersive and channel specific, which drives community growth, brand affinity and establish a lifestyle brand, with strong conversion rates.
This is achieved by transporting and engaging the community with relevant and contextual creatives, designed uniquely for each consumer funnel experience towards value pricing (Experiential Marketing). From my experiences there are SEVEN (7) plots that a brand can pursue:
1. Overcoming the Monster (Freedom).
2. Rage to Riches.
3. The Quest – Adventure.
4. The Voyage Return.
5. Comedy (Romantic).
APPLICATION: If brand/marketing manager understands, which story they want to convey with the brand(s), they now have their #NorthStar.
CHALLENGE: To determine the mental frame, inrelation to how the consumers wants your brand to convey that story through each funnel. Critical in the 21st century MarCom plans success is a multi-channel immersive approach
RESULT: A brand that resonates authenticity with its consumers; depicts and integrates effortlessly into the consumers Lifestyle or Ideal state…
For any brand to continue evolving and remain relevant to a consumer over their lifetime, it has to deliver a specific experience or solve a “Job To Be Done – JTBD” . This can be achieved by appealing to a variety of senses and tapping into that special place within the consumer’s heart and mind that generate thoughts about comfort, pleasure, as well as inspiring a sense of practicality which entice individuals to act on that impulse at every purchase . This tactical approach is called – Experiential Marketing.
So, Experiential Marketing, is a tactical approach to marketing goods and services by establishing a specific experience you desire the consumer to have or to associate with your brand. The idea is to integrate elements of emotions, logic, and deep connectivity through your brand funnel process to the targeted consumer. So the goal of experiential marketing is to solidify the connection in such a way that the consumer responds to a product offering based on both deep emotions and rational over their lifetime, making this a “Liquid Idea” and “Viral Concept“.
Continue reading “Experiential Marketing”
In marketing the challenge is to tell a story that captures the hearts and minds of the customers/consumers. The ultimate goal is to solidify our brands presence in a specific mental space in the consumer’s daily lives, and construct the mental availability frame to match the situation for the consumer. Basically the marketing teams job is to sell a dream via experiences and integrate their brands into the typical consumer social fabric.
#StoryTelling #Experiential #Marketing
What is a Brand?
This is a specific emotion or reference point that is linked to the product or service, which results in a customer journey, when interacting with the product/service.
What is Branding?
Branding is the visual manifestation of the brand in the spaces/location (physical, digital or audio), that the target customers operates or conduct their daily activities. These visual manifestations are critical to re-enforce the values of the brand and constantly communicate/establish the brand as an important element in the customers social fabric – towards a lifestyle brand.
A Brand isn’t:
- A digital media presence.
- A marketing strategic plan.
- CEO/CFO or Executives.
- A Product/Service.
- The logo.
A Brand is:
- The Integrity/Credibility.
- Value System.
- USP – Unique Selling Point
So a Brand is the process of developing or maintaining a reputation, that results in a specific customer experience. This is re-enforced by daily employees actions as the interface with the customers, which results in a clear USP – which they becomes the Brand…
What is Brand Identity?
These are the visual elements that supports the USP in the customer’s mental availability frame. This includes the colours, logo, name or any type of symbols that are used in communication with public (team members included). The identity works to drive that critical mental availability at the point of purchase…
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