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
Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Organisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.
A key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.
After a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.