brand experience: a new era in marketing
New Data from the 2017 Freeman Global Brand Experience Study
INSIGHTS / BRAND EXPERIENCE: A NEW ERA IN MARKETING
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Brand Experience: Defned
The art of bringing brands and organizations
to life by designing a sensory experience that
creates a lasting and meaningful relationship
between the brand and an individual. Brand
experience can encompass everything from
events, trade shows, sponsorships, virtual
and hybrid events, and exhibits to permanent
installations, virtual or augmented reality
experiences, and cutting-edge pop-ups — and
the list goes on!
Each and every audience
touchpoint is an opportunity...
An opportunity to engage, to educate, and to build brand affnity.
The more personalized and relevant, the better.
After all, at its core, marketing is about showing people how
your brand or organization can solve their problems, anticipate
their needs, or make their lives better. The marketing landscape,
though, has changed at dizzying speeds. Competition is steep,
demographics are changing, and technology is making it easier
for consumers to tune out marketing messages.
Which is why marketers are increasingly relying on brand
experience to create meaningful relationships, engage target
audiences, and deliver against goals and objectives. Brand
experience is that beautiful point where an organization’s goals
and its audience’s needs intersect, creating a user-centric,
two-way, immersive experience.
INSIGHTS / BRAND EXPERIENCE: A NEW ERA IN MARKETING2
Marketing Roles: Defned
CMOs: Chief Marketing Offcers
Brand Managers: Advertising, PR, brand, marketing,
and communications managers, directors, and VPs
Event Planners: Event planners, managers, directors,
consultants, producers, or executive producers
At Freeman, we believe meaningful experiences have the power
to evolve brands, build relationships, inspire action, and create
bold new economic opportunities for businesses, communities,
and individuals. Brand experience connects people, organizations,
and cultures in ways that create positive change on a global scale.
Brand experience also teaches us what our audiences value. And
increasingly, they’re valuing experiences over consumption.
To better understand how marketers see brand experience in the
context of the overall marketing mix , we commissioned SSI to
conduct an independent, global study. Over 1,000 marketers in a
range of roles across North America, Asia, and Western Europe
participated. In the following pages, we share highlights of the
insights we gained. These insights can be used by show organizers,
associations, corporate marketers, and exhibitors looking to better
understand why brand experience truly is the next era in marketing.
INSIGHTS / BRAND EXPERIENCE: A NEW ERA IN MARKETING3
Brand experience connects
people, organizations, and cultures
in ways that create positive change on a global scale.
INSIGHTS / BRAND EXPERIENCE: A NEW ERA IN MARKETING4
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