Lippincott: Brand experiences can be myths or legends

Date: 19/04/2010

Too many businesses are overlooking the importance of consistent brand experiences and may be resting on their laurels, according to a new report.

In a piece for Marketing Week, a recent poll by Lippincott research agency was addressed that suggested companies that can be defined as "brand legends" are those which have succeeded at matching their communications with the delivery of a distinctive and happy customer experience.

Meanwhile, "brand myths" are those organisations that have relied on reputations for too long.

Commenting on Virgin Atlantic, senior partner with Lippincott Simon Glynn explained: "The brand is driven by the experience of what it's actually like to fly.

"There is some story telling around it, but fundamentally its legend status is driven by the investment and effort it has put into creating the distinctive experience."

This month, the Direct Marketing Association argued that digital marketing is much more effective when it is used in tandem with other marketing methods such as live brand experiences, though should not replace them entirely.

Posted by Michael Ewing
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