I have been asked a lot in recent weeks about my statement in the last blog, "Experience is the new marketing" - probably because it hits the nail on the head. At the time, I supported my cambodia rcs data thesis with the success of Amazon and Apple, who managed to create unique user experiences through the seamless integration of all components.
In this blog, I would like to build on this – and address the following questions in five theses: How do these experiences actually come about, what role do outstanding products play in this, and where do experience agencies come into play?
1. Experience brings measurable success
Brands that focus on experiences and thereby achieve differentiation of their products and services are more successful. In the wake of Covid-19, the gap between brands that stick to traditional advertising instead of differentiating products and those that do exactly the opposite has only grown. This success can also be proven in numbers: In the Interbrand Global Best Brand 2020 Report, the best brands, all of which focus on experiences, were able to grow by 43 percent. All others recorded a historic decline of 57 percent during the crisis.