What brand experience means to us – part three

Marketing and New Business

In the last instalment of our Rufus interviews and ahead of the launch of our second Brand Experience Index report, more of our team share what brands came to mind (and why) when they thought of the different facets that make up a meaningful and consistent brand experience. 

Annemari, New Business Manager (@akoppinen)

What brand(s) make you:

 

Think (sets expectations) 

LEON – everything they do and serve comes back to their mantra Naturally Fast Food, “we wanted to prove that it was possible to serve food that both tastes good and does you good.”

Feel (creates emotions) 

Lonely Planet – they’ve become more than just a travel guide, with their detailed travel books, inspirational Instagram and efficiently-helpful website. They’re a travel inspiration company that makes travellers feel truly immersed from the moment they arrive.

Sense (stimulates the 5 senses) 

ASOS – they work hard to take all the pain points out of online shopping so you can focus on finding your next favourite item. From high quality images; video content that allows you to see the product from every angle; concise descriptions and social content of other wearers; to ASOS Premier next day delivery and free returns, you can send items back and swap your purchases effortlessly.

Do (enables behaviours and lifestyles) 

Virgin Active – in particular their group exercise class called Pulse. Capitalising on clubbing vibes, the classes include glow sticks and 90s dance tracks, making a workout feel like a night out.  

Connect (inspires social connection) 

Sadly, I think very few brands do this well in my opinion, although Airbnb goes some way to inspiring connections with people from outside your culture.  

Virgin Active brand experience

Drew, Intern (@drewacastle)

What brand(s) make you:

 

Think (sets expectations) 

Unilever – the brand’s purpose of ‘making sustainable living commonplace’ is consistently delivered. From its innovative, purposeful products and brands like Sunlight, to its CSR initiatives such as Foundry Ideas, consumers gain a clear understanding of Unilever’s purpose and thus, the expectations of their experience with the brand.

Feel (creates emotions) 

Google – have such a strong and emotional way of telling stories. The power of their products; from the famous “Dear Sophie” campaign, to the annual Zeitgeist (Year in Search) videos, create extremely positive associations for users – resulting in emotionally-driven, user-focused experiences.

Sense (stimulates the 5 senses) 

Hollister – when you walk into a Hollister shop, your senses are immediately heightened. You’re greeted with a lovely aroma, dark rooms with bright spotlights and atmospheric music. Matched with the visual boards of the sea and waves, Hollister gives a great, and memorable sensory experience.

Do (enables behaviours and lifestyles) 

Amazon – the masters of recommendations for the individual consumer. They allow users to live their lives in whatever way they want, by solving their problems and providing them the products they need to achieve they lifestyle – often in a matter of hours. Their brand experience motivates people to go out and do something.

Connect (inspires social connection) 

Airbnb – connection starts with their Belo logo, which represents the symbol of belonging, alongside their campaign, to encourage users to adapt the logo themselves. No brand gives ownership to its brand community quite like Airbnb. This actively achieves their purpose of ‘Belong Anywhere’ and creates such a strong sense of identity amongst its loyal community.

 

 

Lars, Junior strategist

What brand(s) make you:

 

Think (sets expectations) 

Monocle – they really engage the mind, and the content of their magazines and podcasts provides, informs and encourages thought and conversations.

Feel (creates emotions) 

Spotify – the array of music and podcasts they allow people to discover, and with personalisation such as ‘Discover Weekly’, it’s a brand that is all about creating positive emotions through music.

Sense (stimulates the 5 senses) 

Muji – provides a perfect merging of simplicity and aesthetics, through genuinely well-designed products. 

Do (enables behaviours and lifestyles) 

Google – enabling people to find information, and solve problems by easily providing the answer to almost any question.

Connect (inspires social connection) 

GoPro – the community they have created, and the mix of creative uses that their products allow for, makes people connect across cultural borders.