Alan Mitchell’s comments on “the rise of the brand experience” (MW August 5) are a breath of fresh air, but also something against which clients must protect both their budgets and their brands from abuse. I have long believed in the need for true brand experience, but I also believe that too many unqualified agencies will attempt to jump on what they see as a bandwagon. Mitchell is right – brand experience is about much more than mere product. What this means is that the commitment and resources clients invest in a strategy must reflect its potential to generate future income and to build a brand with real long-term values and potential. And clients must recognise that the brand experience extends beyond just some fancy creative and a flash event – it goes to the heart of a brand’s values and to the heart of its consumers’ values. Whatever your product, from luxury to packaged goods, it is imperative you challenge your agency on the “experience” issue. Every brand must have one – after all, do you not seek some kind of experience, however basic, from all products? Miles Hanson Managing director The Marketing Store Worldwide Hertford
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Creative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.