Without question, a brand’s advertising and its visual identity are part of the brand promise and experience, or at least can be dressed up to appear so. However, it is critical to distinguish between brand experiences and the brand experience.
Brand experiences can be fun moments for the customer. This might be an event of some kind, often referred to as “experiential.” As brands move away from traditional advertising, they move toward “happenings,” increasingly involving social media. It’s a remarkable video or clever tweet that goes viral.
These types of transient experiences constitute much, if not most, of what drives marketing today. It is all very cool, and can make even the dullest brand seem hip, but it still comes down mostly on the side of making promises as opposed to keeping them. It’s the 21st century version of a 30-second television commercial. Don Draper is alive and well, and living on YouTube.
Here’s the thing: Of what value is a momentary, fun, marketing-infused experience, if the day-in, day-out experience with the product or service falls short? It’s limited, at best. At worst, it can be fatal, given that nothing exposes a bad experience faster than good advertising.