16: #16 Brand as Experience

The third stage in the evolution of brands. With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key life moments and become part of our experience. Apple’s brand experience extends all the way from the initial sale (either in one of its branded stores or its online presence), through the packaging you open to first use your product, through the ease of setup, through usage of the product every day. And if you have problems, you can go to the Apple Store to ask questions. In more recent times, brands have used experience to cut through the clutter of marketing and advertising, which creates deeper engagement with customers.

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