Vox Pop

Brand experience is the new buzz phrase to hit design, with the likes of identity giant Enterprise IG and events specialist Jack Morton Worldwide (DW 17 November) boosting their offer in this direction. Is it really something new, or just another term for exhibition design?

‘At its heart, brand experience is about a desire to explore and create new genres of surprising, sensory and sustainable connections between brands, consumers and society. Sadly, this is often reduced to “bland” experienceí by the plastering of paper-thin experiential promises over the cracks of business as usual, while the word “experiential”í itself simply becomes the marketers’ new “new”.’

Ralph Ardill, Marketing and Strategic Planning Director, Imagination

‘Brand experience is an encapsulation of ideas that have been at the heart of exhibitions and events for as long as I can remember. Every institution, whether corporation or museum, seeks to reinforce its identity through the way its visitors encounter its displays, products and services.’

Celestine Phelan, Research and Marketing Director, Event Communications

‘It’s amazing that the design world is picking up on the term brand experience now. Disney, Nike, Starbucks, Schrager Hotels et al have lived it for years. So it may be something new for some design companies, but it’s nothing new to the clients.’

Charles Trevail, WorldWide Chief Executive – Europe, Middle East and Asia, Futurebrand

‘There is real value in the idea of brand experience, but it’s being abused and is flavour of the month until someone thinks of something else. I agree with the notion that a brand should express its values across all platforms. For example, Virgin Atlantic’s salt and pepper pots say all you need to know about Virgin’s brand values. That’s not called brand experience, it’s called common sense. Lots of boring companies with one-dimensional products use this as an excuse to go into retail design or whatever. Frankly, they are just building exhibition stands. Also, from a customer viewpoint, sometimes I don’t want a Nescafé brand experience I just want a coffee. What is the logical conclusion of all this – paperclip brandexperience centres? I’m very cynical about some brands moving into branded retail environments and suspect that many won’t be around in ten years time.’

Richard Watson, Co-Founder, Global Innovation Network