Comments on: The Fleeting Illusion of Brand Experience

By: CHAEL HANDBAGS

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By: facebook-696602562

facebook-696602562 — Mon, 09 Nov 2009 05:52:38 +0000

I think this is great.

>The solution is found through trying to change perception, but through creating more constructive human interactions and positive, authentic experiences.

Is it possible there's a typo there? As in “found *not* through trying to change perception…”

By: Kevin Slavin

Kevin Slavin — Mon, 09 Nov 2009 00:52:00 +0000

I think this is great.

>The solution is found through trying to change perception, but through creating more constructive human interactions and positive, authentic experiences.

Is it possible there’s a typo there? As in “found *not* through trying to change perception…”

By: Traveller_Adventure

Traveller_Adventure — Tue, 21 Jul 2009 15:10:40 +0000

Very very interesting post..I like this one. gotta bookmark this one.

Cheers,
Buat Duit Dengan Blog

By: Traveller

Traveller — Tue, 21 Jul 2009 10:10:00 +0000

Very very interesting post..I like this one. gotta bookmark this one. Cheers, Buat Duit Dengan Blog

By: shorey

shorey — Fri, 10 Jul 2009 21:46:41 +0000

Hi, I've only just 'found' your blog. And what a great find. I really enjoyed this article and your others on operations as marketing. I think a lot of companies will be forced to change their model significantly to accommodate consumers need for authenticity. It's changing the game completely. I think Seth Godin discusses this well in Meatball Sundae.

Your emphasis on human experience and interactions is so spot on. From a consumer perspective myself, I feel very negative towards brands that fail to put the experience first. One industry that I think faces a real challenge is airlines. I'm no expert on its economic model, but the low cost airlines in Europe are just abysmal. Yeah ok, they are 'low-cost' but they have moved so far away from the concept of creating a human experience (quite literally) in pursuit of low prices. I know so many people that would gladly play a decent price for a better flying experience. And yet they persist with pushing the pricing agenda. There's real opportunity for brands that get it right.

Anyway, sorry for the length of this post. Look forward to reading other articles
Thanks - Suzie

By: Anonymous

Anonymous — Fri, 10 Jul 2009 16:46:00 +0000

Hi, I’ve only just ‘found’ your blog. And what a great find. I really enjoyed this article and your others on operations as marketing. I think a lot of companies will be forced to change their model significantly to accommodate consumers need for authenticity. It’s changing the game completely. I think Seth Godin discusses this well in Meatball Sundae.

Your emphasis on human experience and interactions is so spot on. From a consumer perspective myself, I feel very negative towards brands that fail to put the experience first. One industry that I think faces a real challenge is airlines. I’m no expert on its economic model, but the low cost airlines in Europe are just abysmal. Yeah ok, they are ‘low-cost’ but they have moved so far away from the concept of creating a human experience (quite literally) in pursuit of low prices. I know so many people that would gladly play a decent price for a better flying experience. And yet they persist with pushing the pricing agenda. There’s real opportunity for brands that get it right.

Anyway, sorry for the length of this post. Look forward to reading other articles
Thanks – Suzie

By: Fortum Active

Fortum Active — Tue, 30 Jun 2009 05:00:31 +0000

[...] trabalha exatamente o a frase que o Jason Sack disse no seu último post do blog da Zeus jones, a frase é [...]

By: Curated Perception « Alternative marketing thinking

Curated Perception « Alternative marketing thinking — Thu, 25 Jun 2009 05:59:21 +0000

[...] Comment! Traditional brand marketing is an effort to build perception around a desired business outcome (usually shareholder value). But the audience isn’t that interested in whether or not you make your numbers this quarter. In fact, every dollar spent on creating perception is a dollar that could have been spent improving the lives of your customers. Curated perception has long been a free-for-all land grab aimed squarely at focusing the attention of a market. Because information is now instantly and freely shared, those brands with the largest gaps between fabricated perception (traditional marketing) and the authentic character of their actions (products, services, human interactions) will be the quickest to sputter and implode. This is true no matter what new platforms are employed to manipulate awareness, or what tools we use to examine them. Brand experience is an illusion, human experience is real. The problem is not perception, but rather the consequences of human behavior. The solution is found not through trying to change perception, but through creating more constructive human interactions and positive, authentic experiences. Jason Sack writing on the Zeus Jones blog [...]

By: jasonsack

jasonsack — Thu, 11 Jun 2009 20:13:44 +0000

I'm thinking about your comment. I guess it can get slippery, and certainly this is just one way to look at things. However, I would suggest that the brand perception of McDonald's is subservient (no pun intended) to the experience – which is delivering value on two primary fronts, speed and cost, and arguably, taste (especially if you like the feeling of fat dissipating from your pores). The drive-through is also an experience that pays off on speed; clearly that experience was a winner. However, the brand is still an illusion. Brands that have paid off on their core strategies are only higher-resolution illusions. Traditional advertising only tries to embellish, alter, or amplify the illusion. In the end the experience is the substance, and now we are all empowered to communicate quickly and globally about the substantial interactions.

By: jasonsack

jasonsack — Thu, 11 Jun 2009 15:13:00 +0000

I’m thinking about your comment. I guess it can get slippery, and certainly this is just one way to look at things. However, I would suggest that the brand perception of McDonald’s is subservient (no pun intended) to the experience – which is delivering value on two primary fronts, speed and cost, and arguably, taste (especially if you like the feeling of fat dissipating from your pores). The drive-through is also an experience that pays off on speed; clearly that experience was a winner. However, the brand is still an illusion. Brands that have paid off on their core strategies are only higher-resolution illusions. Traditional advertising only tries to embellish, alter, or amplify the illusion. In the end the experience is the substance, and now we are all empowered to communicate quickly and globally about the substantial interactions.

By: calvin

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By: Rick Hardy

Rick Hardy — Wed, 10 Jun 2009 00:26:42 +0000

I get your point, and it's an important one, that the brand itself must be of high quality; that it's increasingly not about brand perception. But it's both. Take McDonald's. It's the brand perception that drives many to experience their product and products. The brand quality and experience once they arrive at the fast food restaurant must match what the perception is of McDonald's. In the best of situations, the brand perception–marketed by the company–creates a community of fans who are fans also because of the experience of using the product. McDonald's fits that, so does In and Out Burger, Meguiar's car products, Wahoo's Fish Taco, and many colleges and universities.

By: Rick Hardy

Rick Hardy — Tue, 09 Jun 2009 19:26:00 +0000

I get your point, and it’s an important one, that the brand itself must be of high quality; that it’s increasingly not about brand perception. But it’s both. Take McDonald’s. It’s the brand perception that drives many to experience their product and products. The brand quality and experience once they arrive at the fast food restaurant must match what the perception is of McDonald’s. In the best of situations, the brand perception–marketed by the company–creates a community of fans who are fans also because of the experience of using the product. McDonald’s fits that, so does In and Out Burger, Meguiar’s car products, Wahoo’s Fish Taco, and many colleges and universities.

By: Sobre “Brand Experience” « Run, Motherfucker, run

Sobre “Brand Experience” « Run, Motherfucker, run — Fri, 05 Jun 2009 20:28:54 +0000

[...] Posted in Uncategorized Do sempre sábio Adrian Ho. [...]