What is the intended experience?
In the year 2022, I was invited to participate as one of the speakers at the University of Technology Jamaica (UTECH) Marketing Seminar. There were three of us as industry practitioners giving a lecture on Digital Experiences, Modern Branding Practices, and Harnessing The Power Of Insights.
This article discusses the dialogue I engaged in with the students and lecturers during the UTECH Marketing Seminar.
In my presentation, I reorganized the subjects to focus on Insights, Branding, and Experiences. It is crucial to prioritize the question “What is the intended experience?” and gather relevant information about our actions. By defining our objectives and striving for excellence, we can ensure a remarkable end-user experience.
The principles of digital brand management are essentially the same as those of traditional brand management, with the only difference being the use of different tools.
An experience refers to the hands-on interaction and observation of facts or events. Once the experience concludes, it leaves a lasting impression. On a daily basis, we come across various events or incidents, and our emotional response to them can significantly influence our perception and future behavior. While certain experiences may have no lasting effect, resembling disposable bottle caps, others hold the power to shape our outlook on life.
Ever since Milton Glasier revolutionized the shopping experience in grocery stores, there have been few significant changes. If your local supermarket boasts a cheese section, a bakery, and offers fresh fish and herbs, you can thank Milton Glaser and his client, Sir James Goldsmith. The renowned designer’s lasting impact can be seen in the $500 million makeover he spearheaded for Grand Union. Although the complete transformation of the supermarket experience may not have endured indefinitely, its innovative elements certainly did.
Meow Wolf unveiled Omega Mart in Las Vegas a few years ago, an immersive art encounter suitable for individuals of all ages. This grocery store experience is truly unparalleled. Known as “America’s Most Extraordinary Grocery Store,” Omega Mart is Meow Wolf’s second permanent exhibition, providing visitors with an unpredictably mind-bending and perspective-altering shopping adventure. Each aisle and every product, be it a door or a box of cereal, holds the potential to transport you into new realms and unveil artistic wonders. Moreover, the presence of breathtaking installations by both local and international artists creates enchanting spaces that beckon exploration.
Get your tickets here — meowwolf.com/visit/las-vegas
When considering experiences, our minds often gravitate towards entertainment. However, it is important to recognize that office spaces, cities, roads, and services can also provide unique experiences. Moreover, our daily interactions with various aspects of life can be seen as experiences in themselves. In this context, it is crucial to acknowledge that marketing and advertising play a significant role in creating memorable experiences. These mediums serve as vehicles through which brand messages and offers are delivered to the audience.
In recent times, advancements in technology have aligned with our human cognition, enabling us to manipulate various elements such as pixels and materials. The realm of outdoor advertising and communication has undergone significant transformations when compared to a decade or two ago. Similarly, the domains of hospitality and luxury have consistently prioritized the consumer experience, recognizing that individuals seek more than just a product; they desire a narrative to share and take pride in when acquiring the said product.
Brand Design & Development is a captivating journey that stimulates curiosity and captivates the senses. It involves delving into intricate inquiries while maintaining a straightforward objective: to define, represent, and communicate effectively.
A brand’s strength and value are determined by the entity or individual it symbolizes. The true success of a brand relies heavily on effective business management, product innovation, and exceptional customer service. The crucial elements that contribute to this success are awareness, knowledge, commitment, and efficient supply chain management.
To effectively shape the marketing and advertising strategies for a brand, it is crucial to comprehend its essence. The question of “What is the intended experience?” may seem straightforward, but it encompasses a multitude of complexities. Is the objective to entice consumers to make purchases or to leave a lasting impression? Is the aim to motivate individuals to perform their duties or to excel in their professional endeavors? In essence, how can we enhance the overall experience of activities such as shopping, working, traveling, or managing finances to yield superior outcomes? In my perspective, the key lies in evoking joy. It is imperative that people derive pleasure from their interactions, as without it, they will invariably seek out alternative options and abandon the brand.
Ensure your design is tailored specifically for digital platforms, rather than just uploading existing content.
In our modern era, we find ourselves immersed in a profoundly digital society. We are faced with a choice: resist this digital revolution or embrace it. Regardless of our stance, we all inevitably encounter the digital realm. To truly thrive in this digital landscape, it is crucial that we comprehend our behavior and interactions in the physical world while simultaneously grasping the intricacies of the digital space. Rather than existing as distinct entities, these two realms should coexist harmoniously, serving as bridges that connect and enhance one another.
In the realm of packaging, the emergence of technology like AR, VR, and XR is paving the way for a new era. Through the use of codes on labels, brands are able to create immersive and interactive digital experiences. Some brands even take it a step further by curating the physical buying experience, ensuring that the packaging continues to engage shoppers even after they have left the store.
There should exist a continuous flow of data and interaction between the physical and digital realms. This principle is applicable to various aspects of the business world, including our current era of Artificial Intelligence (AI). It is crucial for us to determine the role of AI as a human assistant and the compatible technologies we integrate with it.
“Because the purpose of business is to create a customer, the business enterprise has two and only two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” — Peter Drucker
What insights can brands gain from the realms of art and design? How can brands benefit from technology and other domains? What is the desired user experience?
Change is inevitable in life. As time passes, things transform, and people adapt to new circumstances. However, despite these changes, individuals remain human beings and not an entirely different species. They still possess the same psychological responses to change before their behavior reflects it. While we can try to influence others, we cannot compel them to make choices that align with our desires.
Is art still meaningful without an audience? Does the experience of art still hold value? Disruption itself is neither inherently positive nor negative; its impact depends on the outcomes it brings. However, creativity is rooted in critical thinking, and it is within this realm that innovation thrives. The process of design originates in the mind, and as Dieter Rams famously said, “Good design is as little design as possible.”
A BRAND IS A BELIEF SYSTEM BUILT BY PEOPLE FOR PEOPLE.
We excel in creating exceptional brand, marketing, and advertising experiences for companies and agencies by establishing a seamless link between research and development (R&D), innovation, and brand design and development. This collaboration results in significant business achievements, impactful advertising, and successful marketing strategies across various domains including packaging design, store design, events, and a holistic approach to experience design. I am deeply committed to engaging with consumers and crafting meaningful interactions.
Primarily: Manufacturing, Consumer goods, and the Fintech industry.
Certainly, this originates from considerate and enthusiastic communication.
