Having people who remember your brand with a smile is invaluable. Remember paradigmatic cases of brands like Coca-Cola, Dove or Superbock, where the association with good and memorable moments – here, of happiness, beauty or friendship – are part of the customer’s purchase, as much or more than the product itself.
In the pertinent article “Welcome to the Economics of Experience,” published several years ago in Harvard Business Review, its authors Joseph Pine and James Gilmore, experts in Market Economics at Harvard, already then – stressing that “An experience is not an amorphous construct; it is as real an offering as any service, good, or commodity” – advocated that “the top priority of companies should be the promotion and sale of unique and memorable experiences”, adding that brands must “stage experiences that sell.”
Nowadays, in an era when the relationship between brands is profuse, diffuse and interactive, it is important to focus on interaction platforms with their audiences that take into account, in (almost) real time and systematic way, the feedback and the testimonies of your audiences. This is, undoubtedly, one of the major challenges faced by marketers and the way forward when it comes to the improvement and innovation of the experiences (not just products or services) that we sell.