Brand experiences 'must appeal to a range of expectations'

Date: 10/05/2010

Companies considering live brand experiences may wish to take on board the comments of one expert, who has challenged the conventional wisdom that brand loyalty will always trump other considerations such as price.

Writing in the Business Standard, chief executive officer of Philips India Murali Sivaraman said that in the future, the "aura" of a brand will diminish in the face of a new breed of informed, rational and risk-taking consumers.

With this in mind, live experiences should elevate the brand into a broader halo image that can appeal to a broader range of customer expectations, citing the example of airlines like Virgin which cater to both premium and coach classes equally.

"It is critical we have a vibrant and dynamic approach in challenging what is working and why should it continue to work tomorrow, and thereby keep piloting and scaling different blends of the marketing mix," Mr Sivaraman went on to say.

The advice follows a report from Reality Digital, which recently argued that brands should release content slowly and steadily rather than exhaust all its offerings in one shot.

Posted by Michelle Fry. ADNFCR-2060-ID-19768439-ADNFCR