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Extended-form Case Study

How brands can shift toward an experience-led model

Published on October 31, 2017   18 min

Other Talks in the Category: Strategy

0:00
Hi, I'm Caroline Chen, Digital Director at Downtown Partners, a Creative Agency in Chicago, Illinois. We're lucky to have Adler Planetarium as our client, and I've worked with Adler's Vice President and CMO, Marc Lapides, to bring you today's talk about embracing an experience-led brand.
0:17
Let's start with what we'll cover today. We'll talk about the emergence of the experiential brand. There's a rising generation of consumers valuing brands as experiences above all. And as marketers, we need to better understand the shift to an experienced first brand. I'll take you through our observations of the "Brand as Experienced" model from a museum point of view. With our own case studies and those of other experience-led brands, you'll see that the power of an ownable marketing campaign is still crucial for results, and that new technology and channels alone aren't automatic wins, without creativity and authenticity.
0:55
Before talking about brand as experience, it might help to start with a popular approach, of brand as publisher, promoted by many marketers today. It's the idea that digital is always on culture and publisher and SEO friendly algorithms, have demanded that brands become content machines, turning out listicles, infographics, real time video feeds, influencer partnerships, content calendars, and other exhaustive means to create shareable brand content.
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How brands can shift toward an experience-led model

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