Experiential branding is a thing. It’s a big thing. Any good K12 teacher will tell you that broadcasting a lesson at kids is not the best away to teach — let alone, sending them home with a few chapters to read. The best way to get kids to learn is to engage them with sight, sound and thought-provoking experience. In science they do experiments.
Brand strategy is an organizing principle for product, experience and messaging. But the main drivers of brand strategy spending today seem to be naming, packaging and messaging. Experience, more often than not, a still a second class citizen.
Brand strategists doing discovery understand experience. It’s how we learn. Consume the product. Tag along with sales people. Observe consumers and users. Experience the experience. When Annie Proulx prepared to write The Shipping News, she spent weeks in diners drinking coffee and listening to the local patois of Newfoundlanders. It informed her analytical mind.
In a recent biz/dev email sent to experiential company I noted how experiential companies market their services using email and websites rather than experiential modes. Experiential is the sharpest tool in the branding kit. We need to pay it better mind.