Experiencing the Brand

I am emotional. So are you. And this is okay. Because humans are emotional creatures. Sure, the rational side takes over every now + then (good thing, otherwise we’d all be driving Ferraris we can’t afford). But the 2012 Olympics have been proof of the power our emotional brain has. We didn’t see many TV spots promoting a product or service. (Those that have, tanked…hello, McDonalds.). What we have seen are brands doing their best to tug at the heartstrings of their consumers — connecting their brand experience to this 17-day experience we share together with the rest of the world. Nike has inspired. Visa has celebrated. P&G has connected deeply with their critical mom audience. (Confession — those ‘Thank You Mom’ spots made me tear up nearly every single time. Like I said…emotional.) Appealing to emotions is a smart move. Because we will always remember how we are made to feel. And hearing about a brand is nothing like experiencing a brand firsthand. Brands that hold no personal connection to us are easily replaced. I am not personally connected to my brand of toothpaste. But P&G has worked very hard during these Olympics to make me feel connected to their brand (which includes toothpaste) in a different way. As the proud supporter of Moms, P&G has hit a home run with their TV spots. But P&G has made an even smarter move, letting consumers experience their brand in a tangible + meaningful way. Their 65,000 square foot Family Home caters to parents of Olympians — they take care of the laundry, the meals, there’s even a salon for mom makeovers. This is a rare + valuable opportunity for parents of Olympians to experience the P&G brand, not just read about it, think about it or talk about it. And P&G has embraced this opportunity. It's no longer enough to have a transactional relationship with consumers, not enough to provide basic and rational value in a product. Those types of relationships are one-dimensional, forgettable (and easily replaced). Not easily replaced are the emotions generated through brand experiences like what P&G is building. This is where brand loyalty starts. Ten Adams recently launched The Christ Hospital Health Network brand, (which you'll see more of in this + future newsletters). A component to this launch was giving consumers (which includes both patients + employees) the opportunity to interact with + experience the brand on a personal level. For a brand launch like this, the internal audience is just as important as our external audience. We hand delivered sneak preview kits to inform employees about the rebranding efforts + to display the new brand with pride — making them feel like a valuable + critical component to the rebrand (which they are). We also developed an interactive video kiosk that allows patients + employees to speak about their experiences with the brand (and giving us terrific content for social media propagation). Experiential marketing like this is gaining momentum — and with good reason. Because experiences are what make us truly fall in love with brands. (And cry during the Olympics, from what I’ve been told.)

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Hello! I understand this is sort of off-topic however I had to ask. Does running a well-established blog such as yours require a large amount of work? I am brand new to operating a blog but I do write in my diary daily. I'd like to start a blog so I will be able to share my experience and feelings online. Please let me know if you have any kind of ideas or tips for brand new aspiring bloggers. Thankyou!