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From Passive to Active: Why Brand Experience is a Crucial Element of Every Company’s Marketing Mix

From Passive to Active: Why Brand Experience is a Crucial Element of Every Company’s Marketing Mix

Brand experience is paramount as consumers become more difficult to engage

Modern life by its very nature is full of distractions—email and social media notifications, pop-up advertisements, music, one or more ringing phones, and even drones all vie for consumers’ attention.

In addition, traditional forms of advertising, such as billboards, television advertisements, and product placement are not as effective as they once were. Thanks to technology, we now have the power to pick and choose what we want or do not want to see.

Such circumstances no doubt present a challenge for brands, yet also an incredible opportunity—that of brand experience. In fact, companies that incorporate brand experience into their marketing mix will have the potential to create live experiences that cut through the clutter and truly resonate with their target audiences

Technology and the democratisation of media

Humans by their very nature are wired to share information with others, without the expectation of receiving something in return. Before the days of the Internet, we relied on ‘experts’ to teach us which products to buy. 

These were our marketers, who carefully created materials—the aforementioned billboards, television advertisements, and craftily subtle product placements that informed people what they should and shouldn’t buy.

The Internet has supported the rise of media democratisation, of alternative media such as blogs and social media channels, which has given the average consumer a voice. There are various platforms in which people can share their thoughts and ideas, enabling them to be heard by their peers, by brands, and even government bodies.

Consider, for example, the online encyclopedia. Launched in the 1990’s, online encyclopedias replaced the tomes of volumes in your local library and quickly became the de-facto digital resource—until Wikipedia was established in 2001. By the late 2000’s, these resources were shut down because Wikipedia was proving more popular: a platform that was created by the people, for the people.  

The personal experience factor

These days, brands are built by personal experience. An individual will remember a brand when it is connected to something they can physically take part in, or their friends or friends of friends will feel a connection to a brand in this way, and will be more likely to recommend its product or service.

We have experienced an explosion of shared thoughts. Consider social media, or online travel forums such as Trip Advisor and In this constantly changing, fast-paced world, we have come to rely on others’ opinions of a brand’s product of service offering, rather than the brand itself. Thereby, the sum of a brand’s customer experiences becomes its reputation. Mathematically speaking, this could mean: the sum of experiences x volume = brand experiences.

Trust… the new metric?

With all this said, there is discussion that brand trust will be the next measurable metric. It is therefore essential that a consumer’s experience of a brand is positive, so that they recommend it to a friend, who will go on to praise that very same brand to another friend.

Brand marketing teams need to consider how they can turn consumers into fans, so that they become brand advocates.

How will you create trust? A live experience that resonates with audiences and engages them in an authentic and meaningful way is the modern form of raising brand capital.

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Claudia stephenson

Claudia Stephenson

VP, Business Development - Global

This global perspective gives a critical advantage to Freeman clients seeking to present themselves as leaders in international markets. Claudia is uniquely equipped to navigate the cultural differences of our clients’ target audiences – wherever they may be. Her skill for developing customized...

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