[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-experience":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",9647,{"id":24,"name":25},"author-0301142015","Canto","2020-09-09T11:43:35","2026-05-12T15:35:55","Brand experiences: How to build emotional connections that make customers choose you every time","brand-experience","A completely new approach to brand experience","Brand experience evokes strong emotions from consumers. Learn exciting new ways to enhance brand experience and build customer loyalty.","What is brand experience? Brand experience is the sum of all sensory, emotional, and cognitive responses a consumer has across every interaction with a brand — including advertising, product use, in-store visits, and digital touchpoints. It shapes lasting perceptions of trust, preference, and loyalty, and unlike a single transaction, it accumulates over time. Brands that […]","What is brand experience? Brand experience is the sum of all sensory, emotional, and cognitive responses a consumer has across...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-experience\">What is brand experience?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand experience is the sum of all sensory, emotional, and cognitive responses a consumer has across every interaction with a brand — including advertising, product use, in-store visits, and digital touchpoints. It shapes lasting perceptions of trust, preference, and loyalty, and unlike a single transaction, it accumulates over time. Brands that deliberately design these interactions consistently outperform those that leave them to chance.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa>\u003C\u002Fstrong> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-is-brand-experience-so-important\">Why is brand experience so important?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>The customer experience is the next competitive battleground.\u003C\u002Fem>” – Jerry Gregoire\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your brand experience is dull and underdeveloped, audiences won’t engage. It really is that simple.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190831\u002Fbrand-experience-46.jpg\" alt=\"An infographic about revenue.\" class=\"wp-image-48741\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190831\u002Fbrand-experience-46.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190831\u002Fbrand-experience-46-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The following are two different company’s newsletter signup suggestions. It’s abundantly clear that one stands out more:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Sign up here to get our newsletter completely free.\u003C\u002Fem>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Compared to:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>We offer rewards based on your involvement. Earn points to get fantastic rewards. To start off with a free 50 points right away, sign up for our newsletter.\u003C\u002Fem>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The second brand, which chose to gamify their newsletter signup, offers much more of an experience. Don’t think of these offerings as bribes. Rather, as a way to give audiences more.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"349\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-37.jpg\" alt=\"A newsletter on a tablet.\" class=\"wp-image-48477\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-37.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-37-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If customers already like your product, that’s great. They may sign up for your newsletter no matter how you present the signup. The difference is, one signup comes with the chance to change brand perception.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is just one case that shows how important it is to provide a unique experience. I will give you plenty of dynamic ideas to create amazing, memorable experiences. But first, let’s take a look at some successful brand experience examples.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--3-brand-experience-examples-to-consider\">3 brand experience examples to consider\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following examples are a great way to understand how brands have historically been successful in providing customer experiences.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Lego\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Lego innovated a great experience for customers before, during and after purchases. It accomplished this through \u003Ca href=\"https:\u002F\u002Fwww.interaction-design.org\u002Fliterature\u002Farticle\u002Fcustomer-touchpoints-the-point-of-interaction-between-brands-businesses-products-and-customers\" target=\"_blank\" rel=\"noopener\">touch points\u003C\u002Fa> that evoked thoughts, feelings and behaviors.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-45915\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"670\" height=\"377\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191634\u002Fbrand-experience-33.png\" alt=\"The Florida LegoLand entrance.\" class=\"wp-image-45915\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191634\u002Fbrand-experience-33.png 670w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191634\u002Fbrand-experience-33-450x253.png 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Lego offers a chance for everyone to try their products.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Audiences experience the Lego brand hands-on without making a sale. Case in point, Lego shops and Legoland destinations offer free products and events. The company also creates movies, video games and virtual reality.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Red Bull\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Red Bull is vastly popular, having been around for decades in a relatively new market (energy drinks). It has created unique brand experiences by holding sponsored events for sports and extreme physical feats.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"349\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-38.jpg\" alt=\"A Red Bull motorbike event.\" class=\"wp-image-48479\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-38.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-38-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">From things like motorbikes, car races, marathons and skydiving, \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fmikestubbs\u002F2020\u002F04\u002F03\u002Fhow-red-bull-used-its-extreme-sports-experience-to-enter-the-esports-world\u002F#6e6b2e5b3578\" target=\"_blank\" rel=\"noopener\">Red Bull events\u003C\u002Fa> are sure to have the extreme fix customers crave when they drink a caffeine-filled beverage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Most noticeably, a Red Bull-sponsored space jump ended up breaking the sound barrier and giving everyone who tuned into the live stream – all eight million of them – quite the memorable experience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Netflix\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Netflix has fairly limited options to create a memorable brand experience. Whereas a movie theater can have premieres with costumes, celebrities and special events, Netflix instead streams directly to customers’ houses.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, that didn’t stop them from creating memorable experiences for fans of popular shows they revitalized.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-39.jpg\" alt=\"A picture of a person watching Netflix.\" class=\"wp-image-48481\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-39.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-39-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The first show was ‘Arrested Development’, in which the streaming giant held an \u003Ca href=\"https:\u002F\u002Fwww.bizjournals.com\u002Flosangeles\u002Fnews\u002F2013\u002F05\u002F20\u002Farrested-development-banana-stand-in-LA.html\" target=\"_blank\" rel=\"noopener\">event at a banana stand\u003C\u002Fa>, where fans could visit and learn more about the upcoming episodes.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The next show was ‘Gilmore Girls’, a fan favorite which had been off the air for a while. Netflix had a return event upcoming, so they remodeled hundreds of coffee shops exactly like \u003Ca href=\"https:\u002F\u002Fwww.elitedaily.com\u002Fentertainment\u002Flukes-diner-gilmore-girls-photos\u002F1634172\" target=\"_blank\" rel=\"noopener\">Luke’s Diner\u003C\u002Fa> from the show. This created a lot of buzz and memorable moments for fans.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These examples give us a pretty good jumping off point for building our own brand experiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now it’s time to come up with our own ways to make products evoke positive emotions. Here are some strategies to guide you along the way.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--strategies-to-boost-brand-experience\">Strategies to boost brand experience\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Creating meaningful experiences takes a lot of dedicated work and creativity. Here are some dynamic ways to truly change the way audiences feel.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Your audience is human. Give them a human experience!\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Nothing revives the past so completely as a smell that was once associated with it.\u003C\u002Fem>” – Vladimir Nabokov\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The good thing about knowing your audience is you can tailor projects and campaigns to meet their needs. Fortunately, you know that the audience is human, so you’re able to target their senses. A sensory response makes an experience much more memorable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, everyone reacts to specific senses differently. Some have strong reactions to smells, while others prefer taste. Luckily, you’ll be able to elicit a general range of senses and never be too far off (unless Haley Joel Osment is one of your target audience).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"429\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191633\u002Fbrand-experience-34.png\" alt=\"A picture of the movie 'The Sixth Sense'.\" class=\"wp-image-45917\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191633\u002Fbrand-experience-34.png 576w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191633\u002Fbrand-experience-34-450x335.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">So, how do we go about targeting the audience’s senses? This depends on your specific brand. You’re not limited by it, but it does play a factor in which between smell, taste, hearing, etc. you target.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you’ve ever been to an Apple store, it’s clear that each one was \u003Ca href=\"https:\u002F\u002F9to5mac.com\u002F2019\u002F12\u002F18\u002Fapple-store-2019-retail-architecture-design\u002F\" target=\"_blank\" rel=\"noopener\">designed to form a sensory attachment\u003C\u002Fa> to the customer experience. They have modern, clean, simple, painted-white walls with a wide open space and are visible from the outside-in.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Clearly, they wanted to appeal to the aesthetic so that audiences would think of them as a visually stunning sight to see.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Conversely, if a massage-chain had loud heavy metal music played in all of their stores, customers would get the wrong feelings associated with their brand. Remember, there is such a thing as eliciting the wrong senses, and it leads to negative \u003Ca href=\"\u002Fblog\u002Fbrand-association\u002F\">brand association\u003C\u002Fa>.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Every brand personalizes experiences. Take it a step further.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Personalization is pointless without knowing the individual. Understand the dreams, hopes, and fears that motivate your customers, then hit them where it counts.\u003C\u002Fem>” – Paul Gillin.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By now, every brand strives to personalize customer experiences. Quite simply, it has shown to be an effective strategy. Therefore, personalization has become the new standard, a bare minimum if you will.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As a result, you’re going to have to create brand experiences that are personalized beyond the norm. Depending on your brand, this personalization will differ.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-40.jpg\" alt=\"A coffee cup with a person's name on it.\" class=\"wp-image-48483\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-40.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-40-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If, for example, a real estate brand suggests ten different houses based on the fact you like light blue, but some of them are out of your price range, they’ve only delivered a half-personalized experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Clearly, in order to succeed, at least in the above scenario, you would need to dive deeper into the realm of personalization and suggest light-blue houses within the correct price range.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, What are some ways we can go about doing this? Realistically, the solution is technology-driven and data-driven. We’d like to think it would be possible to create personalized brand experiences without modern tech tools, but it’s just not practical anymore, especially on a large scale.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-44.jpg\" alt=\"An infographic about shopping experiences.\" class=\"wp-image-48493\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-44.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-44-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">There are so many different solutions designed to benefit specific brands, so do some extensive research to make sure your brand is using the right tools, like \u003Ca href=\"\u002Fblog\u002Fbranding-software\u002F\">branding software\u003C\u002Fa>, to help personalize your next campaign.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">There’s a difference between creating emotional content and creating emotion-evoking content. Make sure you do the latter.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">In 2018, Lexus \u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2018\u002F11\u002F16\u002Flexus-reveals-ad-created-ai-it-gimmick-no-will-it-win-any-awards-probably-not\" target=\"_blank\" rel=\"noopener\">released a television advertisement\u003C\u002Fa> that was written entirely by an artificial intelligence machine. In it, a man designs and builds a car then sends it off to get tested for safety.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The machine responsible for the script compiled data about successful videos and determined they all elicited emotional responses. Therefore, it tried to jam (I use this word very intentionally) emotion into its car commercial.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Shown below, the man is nearly crying as he watches his car drive away to the testing site. This will be tough to resonate an emotional response from human audiences, as they don’t get choked up over cars.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"311\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-35.png\" alt=\"An AI-driven car commercial.\" class=\"wp-image-48474\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-35.png 1024w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-35-450x137.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190859\u002Fbrand-experience-35-768x233.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This was a clear example of creating emotional content. Having emotional representations stuffed into a branding campaign is different than evoking emotions.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Making content that elicits emotions clearly takes a bit of finesse and subtly, rather than a ham-fisted approach.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best advice I can give, then, is to be authentic. Audiences pick up on dishonesty right away. You can’t manipulate emotions with slimy, shady content. This type of content is already over-saturing the current market.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead, work on ways to connect with your audience on a deeper level. Focus on them and their real experiences. Only then can an emotional connection begin to take place.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--typical-brand-experience-obstacles-and-how-to-overcome-them\">Typical brand experience obstacles and how to overcome them\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Surprisingly, some of the biggest obstacles to optimizing experiences come internally within each brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Roughly ⅘ of marketers understand the power of brand experience, but less than ⅔ of them believe their specific brand is delivering a strong experience.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-45.jpg\" alt=\"A graph showing how well marketers favor experience.\" class=\"wp-image-48495\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-45.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190857\u002Fbrand-experience-45-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Similarly, about ⅔ of team members believe their superiors don’t place emphasis on brand experience the same way they do.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This leads to a disconnect within teams, and eventually, campaigns. The solution is an emphasis and\u002For re-evaluation of your \u003Ca href=\"\u002Fblog\u002Fbranding-strategy\u002F\">branding strategy\u003C\u002Fa>. This gives a firmer structure of goals and a deeper emphasis on the overall brand.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--the-future-of-brand-experience\">The future of brand experience\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The reality is that no one can successfully predict the future. What is trending today may be dead tomorrow.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-41.jpg\" alt=\"A futuristic pair of glasses on a person.\" class=\"wp-image-48485\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-41.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190858\u002Fbrand-experience-41-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">However, that doesn’t mean to simply let the pieces fall where they may. Part of the branding game is the idea that everything will at some point change. It’s not our job to pinpoint that change in advance, but instead to be prepared as much as possible to react when it does.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That being said, educated speculation is an important asset in preparing for the future of brand experience. The current trajectory appears to be one in which everyone wants personalized and authentic experiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Prepare for this to be relevant in the near future, but also prepare for the possibility of a totally different landscape.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--final-thoughts\">Final thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Remember, even though you can’t control customers or prospects, it is possible to influence their perception. This gives you more power than you think. Make sure to use this important leverage to your advantage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, evaluate the way audiences experience your brand from time to time. Chances are their perceptions will change – be ready to adapt when they do.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_experience\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191632\u002Fbrand-experience-36.png","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191632\u002Fbrand-experience-36-450x265.png","A man using VR.",353,600,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-46-450x240.jpg",27760,"brand-advocate","Brand buzz: The ultimate guide to all things brand advocates","Brand advocates are one of the most valuable marketing resources, and they’re growing more important daily. So how do you attract them? Find out here.","\u002Fblog\u002Fbrand-advocate\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193654\u002Fcontrol-your-growing-brand-450x300.jpg",34729,"how-to-ensure-brand-consistency-growing-team","Your team is growing – How do you stay on top of your brand?","As an organization grows and adds more team members and external partners to the mix, it can get unwieldy to make sure that everyone does it correctly.","\u002Fblog\u002Fhow-to-ensure-brand-consistency-growing-team\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19180408\u002Feconomic-uncertainty_2-2-450x253.jpg",19416,"aaker-model","The Aaker Model: A comprehensive guide to building brand identity","The Aaker model provides a base to help build and create brand identity. Here’s a simple guide to help you understand the model in detail.","\u002Fblog\u002Faaker-model\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787645035133]