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.
While serendipity often involves accidents, it is not accidental, or passive, writes Pagan Kennedy, author of Inventology, in The New York Times. The term itself was coined in 1754 by Horace Walpole, and was based on “a Persian fairy tale about three princes from the Isle of Serendip who possess superpowers of observation.”
In other words, “serendipity … is something people do … That’s why we need to develop a new, interdisciplinary field — call it serendipity studies — that can help us create a taxonomy of discoveries in the chemistry lab, the newsroom, the forest, the classroom, the particle accelerator and the hospital.”
Baba Ramdev, an Indian yoga guru, plans to beat Unilever, Nestlé and Procter & Gamble with “soap that contains dung and urine from cows,” and “creams, cleansers and supplements infused with centuries-old Ayurvedic remedies,” reports The Wall Street Journal. “Our products are taking Indians back to their roots,” Ramdev says. “Foreign companies are fooling Indians by selling products tainted with chemicals and artificial flavors.”
Launched in 2006 with an herbal toothpaste, Patanjali Ayurved Ltd. today offers some 700 products, including eyeliner, cornflakes and instant noodles,” generating some $300 million in revenues. Ramdev predicts his company will be India’s biggest consumer-products company within five years. He’s not stopping there: “We’ve extracted gold from cow urine,” he says. “It’s only a matter of time before we win the rest of the world with our ancient remedies.”