There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product’s attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

• Generate awareness
• Create an emotional connection
• Develop positive perceptions
• Show off its attributes
• Gain credibility
• Guide preferences
• Stimulate purchases

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC – “Augmented Reality”

ASICS- “Run with Ryan”

MERCEDES-BENZ – “Looks fast. Even in park.”

SPANAIR – “Unexpected luggage”

TROPICANA – “Brighter mornings for brighter days”

COCA-COLA – “The Coca-Cola friendship machine”

FOX CRIME – “Interactive Billboard”

GRANATA PET STORE – “Snack Check”

VOLKSWAGEN – “The fun theory”

HARPER COLLINS – “This dark endeavor”

BAR AURORA & BOTECO FERRAZ – “Drunk Valet”

By Maria Elena Moré and Katy Capriles

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How does brand recognition, desire and impulse relate to color? How much does a particular tone affect the way people behave towards our products? As mentioned in Could this be the future of retail therapy?, image is an essential ingredient that acts as a catalyst working towards or against you. “Consider that more than half of purchases are based on emotions, especially when a client is unsure and must choose between two brands.”  The way you act and ultimate behave will be greatly influenced by your experience in that precise moment and how a brand’s delivery conquers all of your senses.

Through this infographic, the folks of KISSmetrics shed some light on the impact of visuals and how it affects our impulses. Words, design and time play an important role in the way we perceive everything.

By Maria Elena Moré

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Great use of advertising, social media and visuals to have a powerful impact on society and leave a lasting impression. But you know what? Just this once, I’ll let the video do the talking. (Word of caution: careful with underage eyes, it’s a bit steamy…)

By Maria Elena Moré

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* Thanks to Soraya Pina for sharing this with me.

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It’s bold, it’s bizarre and it’s hers.

With the pulling of a few stings, and I mean literally, Dontella Versace announces her new line of clothes designed for the world-renowned Swedish brand Hennes & Mauritz, or how we’ve grown to call it, H&M. Through an ad that is being said to have allusions of the Illuminati,  we find our mastermind manipulating an army of girls that are mass-produced on a machine, and who surprisingly, look exactly like her. “My house, my rules…my pleasure.” is her only line.

The new spot, featuring the winter collection for 2011, is a clear depiction of an undeniable truth when it comes to the fashion industry- it has the unmistakable ability to shape desire and behavior. However, some seem to find it’s imagery a bit too stereotypical and obvious, and not to mention a mockery.

I was, in fact, puzzled by the underlying message. Instead of being different because you wear the line, what happens is the complete opposite, you lose your identity. When you purchase you will be inheriting the brand attributes that pertain to Versace, I get that, but to go as far as to mold us into marionettes?

What do you think about the spot? Love it or hate it?

By Maria Elena Moré

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As I’ve probably mentioned a million times before, the beauty of our profession lies in the power we exert on the mind. The way people classify, associate and ultimately behave towards a brand heavily depends on the associations that are created with everything that revolves around its messages. Copywriters play a key role when it comes to creating a language that incites a positive response from those who come in contact with an ad- no matter the format.

This Infographic – and you know how I love them – called “Word Play”, exposes some interesting findings on topics such as the most frequently used adjectives and verbs in ads, memorable slogans and the different techniques applied to brand claims. All in all, pretty interesting if you ask me.

By Maria Elena Moré

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