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Brand experience in the era of marketing upgrade
As marketing continues to evolve and consumer awareness becomes more sophisticated, the way we communicate in the future will also undergo significant changes. In the coming years, communication will increasingly take place between consumers themselves, with one-on-one or one-to-many interactions becoming more common. Rather than relying solely on direct brand messaging, companies need to focus on creating meaningful experiences that allow consumers to engage with the brand actively. This shift was evident in 2006 with the rise of "fresh marketing," where the emphasis was placed on helping consumers understand and participate in the brand's journey. Through these experiences, consumers not only feel the brand’s culture but also gain a sense of ownership, making them more likely to accept and advocate for the brand.
Experience is far more powerful than simple notification. Think about it: when you go shopping for clothes, you look at style, color, and size—but without trying them on, you can’t really know if they fit. That’s why trying on the product is essential—it gives you a real sense of how it feels and what value it adds to your life.
With the rapid development of communication methods, the relationship between brands and consumers is changing dramatically. Consumers are no longer passive recipients; they are active participants who spread messages, influence opinions, and shape brand perception. Brands must now create opportunities for consumers to engage, contribute, and even co-create. When consumers feel involved, they develop a deeper connection with the brand and remember it more vividly. On the other hand, if brands only provide basic product information without engaging the audience, consumers become disinterested and detached. In such cases, businesses must rethink their approach—moving toward decentralization, encouraging participation, and letting consumers take an active role in the brand's story.
Let consumers enjoy the experience. Today’s consumers are not just a group waiting to be informed—they are open to new ideas and eager to engage. Companies often try to educate and guide them, but true brand success comes from stimulating the senses and encouraging active participation. The information shared by brands should be entertaining, interactive, and relevant. It should elevate consumer taste and offer a meaningful perception. When done right, this kind of experience makes the brand more appealing and valuable to the consumer.
In experience marketing, there are various types of experiences—sensory, emotional, cognitive, behavioral, and more. Successful brands create multi-dimensional experiences that immerse consumers fully. By engaging multiple senses and emotions, brands help consumers feel like they're part of something bigger. They get a glimpse of a new lifestyle, a different way of thinking, and a fresh perspective on life. This deep engagement builds lasting brand loyalty and makes the consumer not just a buyer, but a true advocate.