I’ve been thinking about the difference between apps and experiences. It seems experiences are the topic of the day when listening to the purveyors of new social media applications. Facebook is buying experience companies, copying others and introducing then to the platform at record speed. And it’s working.
Some rue that Facebook isn’t innovating any more, too slow to develop its own experiences, but that’s not the point. The point is, “What do people care about and use?” And experience based software is key. The hot bed now is mobile phones. Pokemon Go was an augmented reality experience and it spread like a good plague. Sure it was an app, but it wasn’t just a database tapping info sources and serving it up as newer data, e.g., weather, ratings, geography, (well it was kinda), but it was much more experiential in nature. Not a static, paused moment, but an ongoing, live moment. Think of it as a real life versus a screen grab.
In brand strategy, many planners overlook the experiential side of things. They focus on the static. Is this “thing” on strategy? Is this “communication” on strategy. This “visual?” Brand planning and brand strategy are best when they also deal in the experience. The Megan Kent Branding Group. And Starfish Brand Experience get this.
So just as billions are now being made by focusing on experience software, so must billions be made doing the same in brand planning.