Subject areaProcess and organisation
Brand experience is the set of feelings, thoughts and reactions a brand triggers in a person at every touchpoint, before, during and after a purchase.
It includes customer experience, which concerns people who are already customers, and extends it to those who meet the brand without buying.
The articles on this site link it to new retail: brand management must ensure the consistency and authenticity of the brand at every touchpoint, and for customers every touchpoint is an extension of the brand experience. A brand experience strategy must include fluid interaction across all channels with an empathetic, personalised tone. It follows that responsibility does not sit with marketing alone, because the experience is also built in store, on the phone and at delivery.
An example
A maker of professional tools treats the trade fair, the manual, the packaging and the after-sales service with the same care: the tradesperson who meets it at each of these moments finds the same precision, and that sum is the brand experience.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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