Think Brand Experiences

The reality of marketing strategy is evolving. Building stronger brands, developing compelling and relevant communications and offers, and managing marketing ROI are all now more complex than ever. Yet, very few brands have evolved to seize the greatest opportunities for growth.

Growth comes from understanding consumer behavior, attitudes and mindsets. These consumers don’t recognize branding from retail efforts; they do however recognize brand experiences. Nordstrom, for example, is testing its first store without inventory called Nordstrom Local.

Unfortunately, most brands think in terms of tools and approaches to manage complexity and drive growth. Brand managers are overwhelmed with guidelines and big data to make real-time decisions. As a result, some brands operate in a fragmented channel approach where branding and retail efforts do not complement each other and the consumer experience is broken. This is where omni-channel is just another retail buzzword.

Connecting branding and retail efforts through consumer experiences is the biggest challenge! One approach, that I usually recommend my Clients, is to redefine or expand the notion of each brand pillar. For example, assuming convenience is a common brand pillar for retail stores, it is usually associated with accessibility and simplicity (number of stores, location, online and mobile shopping). How does “never wait in line again” sound to you? In 2015, Starbucks leveraged innovation to create new experiences that also delivered on the concept convenience. More specifically, Starbucks’ “Mobile Order & Pay” allowed customers to place and pay for their order in advance of their visit and pick it up at a participating Starbucks location. Today, WalMart is mimicking this same concept with its “Fast & Free Pickup Today.” 

Again, think brand Experiences.