Coke’s 2020 vision states an intent to move from creative excellence to content excellence - in my view this is brand experience thinking taking over from brand communication thinking.
The time has been right for connecting digital and physical worlds in innovative brand experiences for some years now. Brands like Nike have been leading the way for a good time with products and concepts like Nike i-D and Nike+. What this 20 minute film does is explain how heads and behaviours in business and brand management need to change and why.
Very simple and good to see. Pine and Gilmore’s experience economy heralded in the late 90’s could at last transform marketing, brand and business strategy behaviour and thinking.
Liquid and linked business thinking in the Brand Experience Economy - an era of letting go for brands. Perhaps brands need both a broadcast strategy and an experience strategy?
A new question for brands; ‘Brand experience strategy. What’s the plan?’