The brand experience (one of the most important aspects of ‘marketing’, given its significant impact on the company’s results and competitiveness) has changed: the experience no longer happens as designed, but is measured and reworked in the user’s mind. How can this idea of experience co-creation be aligned with the brand’s objectives?
At its core, brand experience refers to any interaction a user has with a brand, whether through using a product, visiting a store, participating in an event, or simply chatting with friends. This experience is made up of subjective responses (sensations, feelings and cognitions) and behavioral responses (behaviors) of the user at each point of contact with the brand, evoked by stimuli related to it.
Experience can influence the public’s perception of the brand’s personality, and together (experience and perceived personality) can improve the level of customer satisfaction, increasing customer loyalty. These dimensions can help optimize marketing investments and the profit margins that can be obtained1.
Designing effective brand experiences can be challenging, as managers often assume that users experience the brand the same way they intended it. However, this is not true, since the brand experience is developed in the mind of the user. Therefore, it is important to understand that it is a collaborative event between the brand and the user.
To design truly effective brand experiences, it is necessary to go beyond traditional methodologies and understand how users understand, live and remember the experience they have had. And this requires influencing the way users interpret and process brand stimuli in their environment.
Psychology and co-creation of experience Gestalt psychology has thoroughly studied the phenomena that occur when observing the images in table 1. The first image is famous because you can alternatively perceive a glass or two human profiles. Normally, we see one of two options, the glass or the faces. However, if someone helps us discern the other image as well, our perception will be forever affected.
Another renowned experiment in Gestalt psychology demonstrates that if, for example, we observe a set of points organized in the shape of a square, instead of fixating…
2023-12-31 23:08:12
#Collaborative #brand #experiences #win
