Of the 5 Principles of Brand Experience previously explored: Ubiquitous, Social, Semantic, Sentient and Human - there is one that stands out as an opportunity to be owned…
Ubiquity - Being across the experience chain is clearly owned by Nike - Nike call themselves a services business, not a sneaker business. They create value around the use of sportswear, not focus on shifting units.
In a world where Brands are no longer defined by positioning but their roles in peoples lives, the experience that a Brand creates and curates though it’s products and services is fundamental to the sustainability of the business. Most peer-to-peer recommendation is based on experience - our perception, the emotional take out of interacting with products and services - if the experience fails, then so does the Brand. So how do we design the end-to-end Experience? How do we support the role of the Brand in the world? The following is presented as a set of principles and questions that brands should consider when designing this system.
The modern Brand Experience should be: Ubiquitous, Social, Semantic, Sentient and Human.