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{ 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’