What brand experience means to us – part two

Marketing and New Business

In the second part 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. 

 

Sarah, Receptionist

What brand(s) make you:

 

Think (sets expectations) 

Vice – they create stories not just journalism, and they cover not only mainstream culture but also emerging subcultures. 

Feel (creates emotions) 

Conde Nast – the likes of Vogue, Tatler and GQ are masters in creating feelings of lust, sadness, envy and aspiration in its readers.

Sense (stimulates the 5 senses) 

Jo Malone – from the high-end demure packaging to the submersing smells, Jo Malone captures the senses of not just the wearer but also the passer-by.

Do (enables behaviours and lifestyles) 

Nike – I have their running app and while I haven’t done much running, it’s presence on my phone makes me more likely to pop on a pair of trainers than any other app I have.

Connect (inspires social connection) 

Google – specifically Google maps because without them I wouldn’t connect with my friends, sounds silly but being able to simply type in a bar or a restaurant and go there without effort makes all the difference. 

 

 

Rebecca, Account Director (@RVtheoriginal1)

What brand(s) make you:

 

Think (sets expectations)

Amazon – they have an ambition to be the earth’s most customer centric company. And I believe with Prime set to be in more than half of US households by the end of this year they’re well on their way to achieving it. Then there’s ventures such as Amazon Echo and Amazon Go stores, which are redefining what ‘convenience’ means to consumers.

Feel (creates emotions)

Netflix – everything Netflix do is about making us feel something. Scared, happy, angry, relaxed, romanced – Netflix is built on emotions and they use it well. From the classic ‘Netflix and chill’ line that became popular in 2015, to the heavy investment in Netflix original series like The Crown, Stranger Things and Orange is the new Black, everything the streaming service do is to make us feel at home wherever and whenever we use Netflix.

Sense (stimulates the 5 senses)

Expedia – what better way to immerse your senses than a holiday in an exciting, new country or culture? But Expedia are going one step further, using technology to capture our travel imaginations, by letting customers experience the adventure before they fly, and using VR technology to take unwell children on a trip of a lifetime without them leaving their beds.

Do (enables behaviours and lifestyles)

Airbnb – the way we travel is changing. Faceless hotels and budget hostels are no longer the only option. Airbnb has allowed travelers to get closer to the culture, make friends and ‘live like a local’. It’s a very efficient way to book accommodation, with good prices and great user experience too – making the brand experience even more enabling.

Connect (inspires social connection)

Monzo – have an extremely active and engaged community of customers, they’re vocal and keen to help the brand, putting forward new ideas and improvements to the company via the app. Users can then vote on the top new features, making them feel empowered and listened to. 

Monzo brand experience

Mona, Strategy director

What brand(s) make you: 

 

Think (sets expectations)

Economist – they have a sharp, independent voice, no writer stands out or showboats, creating an impression of one, unified opinion.

Feel (creates emotions)

Dove – despite a few missteps, they’re still a brand that you feel is on the side of, and celebrates, real women and girls everywhere.

Sense (stimulates the 5 senses)

Four Seasons Hotels – this is not just a hotel, it’s a holistic sensorial experience from the moment you check in.

Do (enables behaviours and lifestyles)

Nike – the tagline says it all. Nike are a truly empowering brand from campaign to store, from product to exercise – simply wearing Nike makes you feel more active. 

Connect (inspires social connection)

Facebook – need I say more?

 

Rachael, Account Director, (@rachael_booth)

What brand(s) make you: 

 

Think (sets expectations)

Zappos – the CEO, Tony Hsieh, has created a culture whereby he really puts people first – from his employees, where 50% of the recruitment criteria is cultural fit – to his customers, where they offer a 365-day returns policy (increasing to 4 years on a Leap Year!). This is a brand whose personality really stands out in a crowded marketplace and challenges the norm.

Feel (creates emotions)

John Lewis – maybe an obvious answer but their famous Christmas adverts never fail to bring a tear to my eye!

Sense (stimulates the 5 senses)

M&Ms – particularly their Piccadilly Circus store, it has real stand out on a busy high street.  From the moment you step inside you’re surrounded by amazing brand sounds, smells and colours.

Do (enables behaviours and lifestyles)

The Apple Watch – never have I been so interested in my step count or my breathing frequency! It’s a great device, enabling people to do so many things: text, call, listen to music, exercise – all from their wrist.

Connect (inspires social connection)

Mercedes – I have a campaign in my head that Mercedes ran a year or so ago. It ventured into the social space in a bold way with an Instagram campaign, challenging 5 social influencers to market a new Mercedes on their Instagram feeds – whoever got the most likes got to keep the car. It allowed them to reach a younger audience, one that might not usually connect directly with their high-end brand. Some of the photos were just amazing and it did the job with over 2 million likes across the pages of the influencers.

 

Want to know other brands we chose? You can read part one of our brand experience series here