I often ask people the question ‘Who delivers great experiences?’. Many people respond with large companies; often companies that are on the lists of the 100 most valuable brands or the 100 most social brands. For example, someone might say Coke or Intel. When I follow-up by asking them to describe the experience those companies provide, it is often hard for them to describe.
These are clearly large companies with a great reputation and a valuable brand. But, do they deliver good experiences?
I like the Jack Morton statement “The first fundamental of being an experience brand? Delivering on your brand promise at every point of interaction.”
So, to provide experiences, there must be points of interaction between a person and another person, product, or place. For some companies, there are many points of interaction; a computer software company may have a web site, blog, sales, online store, product install, product use, support and more. Trying to maintain a consistent feel across these points may be a challenge. But if you don’t maintain a consistent feel across these points, how will your brand be perceived?
I believe experience goes beyond brand. A great brand can be part of an experience – but experience is what builds a great brand.
So, what examples do you have of great experience? Who created the experience and what does it make you feel about them? Please share a comment.
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