Download The brand as - Marketing Experience Economy

{
Marketing
Experience
Economy
COMMRC 1732
marketingexperience.wikispaces.com
The Interface of the Brand
o
o
o
‘Brand community’ and widening of the
customer base [last week]
Brand as “the interface of communication
between producer and consumer” (Lury
2004:48)
What is an ‘interface’? Definitions in terms of
control, input-output; point of intersection
between two systems (usually involving at
least one person); or simple interaction
The Interface of the Brand
o
o
o
o
o
The brand as ‘interface’?...
Exchanges between consumer and producer as
series of performances
But usually exchanges are asymmetrical
As demand for staged experiences increases,
so will demand for goods and brands that
enable experiences
Affecting the senses in some way: using
textured materials, lighting, sound
management and smell – ‘atmospherics’
The Interface of the Brand
Back to Pine & Gilmore: the “experiential brand”
as a brand image that emphasizes the experience
customers might have surrounding the purchase,
use or ownership of a good.
Turning sneakers worth $5 into $100 value
Turning sneakers into a range of cross-training
tools including Nike Fit and Nike Fuelband
(wireless biosensor).
Lury on Brands
“The difference between products and brands is
fundamental. A product is something that is made in a
factory; a brand is something that is bought by a
consumer.”
Stephen King of J. Walter Thompson agency (in Lury 72)
Performative discipline of marketing that has pivotal role
in communication of what it is the consumer wants
Brand as a ‘complex object’ that has a performative role in
the ‘circuit of culture’ (between production and
consumption)
What kinds of experiences?
Connecting distinct sensory experiences with a brand
The Infiniti car: sells itself through the phrase “Total
Ownership Experience” – what happens after parking your
car and going inside
The VW Beatle: like Hollywood franchises from yesteryear:
the commercialization of nostalgia, literally the ache or pain
for the past
Harley-Davidson: copyrighting the sound of the engine, while
the logo displayed as tattoos around the world
Engineering the sound and feel of a car door closing – Toyota
Avensis
The branded experience
Growth area in resources for furthering an
experiential brand:
Schmitt & Simonson, Marketing Aesthetics: The
Strategic Management of Brands, Identity, and
Image
Lindstrom, BrandSense: Build Powerful Brands
Through Touch, Taste, Sight and Smell (2005;
2010)
Buyology: Truth and Lies about What we Buy
(2010)
Brandwashed: Tricks Companies Use to
Manipulate Our Minds and Persuade Us to Buy
(2011)
The branded experience
The branded experience
Growth area in resources for marketing an experiential
brand:
The need to ‘experientialize’ and ‘sensorialize’ products
and services through appeals to the senses
But relations between consumer and producer is
asymmetrical, uneven, indeterminate. Brand carves out
market share but reliant on consumer data and input.
Hence…
More recent ways bodily experience is being addressed:
biosensor feedback, biometric data, alternative (nontouch) interfaces (e.g. Valve, Nintendo Vitality Sensor,
Nike Fuelband, Jawbone Up [ad here])
Lury on Interface
Analogy between computers and brands - because of the way
they deal with representations
Both as “abstract symbol-manipulating machines for
generating simulations”
The ‘face’ presented to the world usually a logo or series of
logos/icons
Both dynamic and indeterminate, a periodic pattern amidst the
fluidity of relationship with the market
Would suggest fluidity of brands, but brands allow markets to
be controlled more effectively (e.g. Microsoft, Intel, Heinz)
Lury on Interface
Lury: different interfaces of the brand:
presenting a ‘face’ of the brand/product to
the consumer and to the market in
general
‘Outside in’ vs. ‘Inside out’
Swatch: territorial, based in Switzerland,
assumes minimal knowledge
Nike: no need to locate ethos within
territorial boundaries, deterritorialized
Presentations
Presentation today: ‘Stretchy Pants’
Presentation Thursday: ‘Oreos’