Live brand experience 'needs wow factor'

Date: 16/03/2010

The trick to creating a great live brand experience is not as straightforward as many people may think, though certain things must be focused on, it is asserted.

A report for the Economic Times explained that while we all know the definition of experience in the dictionary, it still fails to capture the complexity of providing one to consumers on the ground.

It asserted that organisations cannot provide the experience through the simple construct of familiarity around the brand, as something needs to change to give the buyer a hook.

However, companies must remember that as brands, they are ruled by some degree of standardisation and as a result, it poses a major challenge.

Govind Shrikhande, the chief executive officer of Shopper's Stop, explained his point of view: "Shopping is a transformational experience and we are here to provide the easiest, most fun transformation possible from the time you park your car and check your bags at the security right up to the time of exit."

Recently, the MotivAction Group helped Virgin Media Business launch itself at the Science Museum, playing heavily on technology and innovation alongside strong corporate branding to create a popular live brand experience.

Posted by David Farrior ADNFCR-2060-ID-19672226-ADNFCR