The Experience Economy

the experience economy

The New Paradigm for Brands

Heather White-LairdExecutive Creative Producer, iCrossing

“mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble

advertisingcan no longer exist by blasting messages to an audience

prior to the internet it was a

people to people world

there were smiling shoe salesmen

now the relationship is digital

there were kindly bank tellers

now it’s all done online

in just the last two years,

there has been a fundamental shift

in how we experience

the world

people want to be part of a community& brands need to participate in that conversation

we now live in an

experience economy where

people have shifted from

passive consumption to

active participationJoseph Pine and James Gilmore

once our

basic needs are met…

We seek an emotional experiencewe seek an emotional experience

this doesn’t satisfy us anymore

it’s all about the relationship

and instead of this

we seek a financial friend

a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam

the new value paradigm is no longer

commodities,nor products,nor services,

butexperiences

for decades the mantra was always show the product

always show the product

or show someone famous with your product

now product takes a back seat to experience

service vs. experience

design has the power to enrich our lives through

image form

texture color sound smell

As marketers, we must help brands

participate in that experience

through design