• by Cory Treffiletti , Featured Contributor, April 12, 2006

Let's talk about brands for a minute.

As the Internet experiences the renaissance of version 2.0, we're seeing a number of new brands emerge to proclaim dominance with new technologies or radical innovations. They're eerily similar to versions 1.0, but without all the fluff and silliness. These versions are a little more measured; articles are being written about how these new brands address a challenge that faces consumers rather than just a "new way of doing business."

As these brands emerge, I wanted to take a moment to identify something many may overlook. For all the excitement over launching a new idea and trying to market it to the masses, let's not lose sight of one simple fact; that a brand is nothing more than the tangible expression of an experience. A brand is not a business unto itself.

What I mean by this statement is simple. In this brave new world where information moves as fast as the speed of light and the consumer is in control, a brand name is only worth as much as the experience of the brand. A successful brand will not emerge as a result of amazing marketing or a clever tagline. A brand will emerge because the consumer enjoys the experience. It's really that simple.

Those of us who've spent the majority of our careers in the agency world are typically focused on the business of building a brand from the outside in, but if agencies are going to succeed, let's face it-- the next three years are crucial for the ad agency business, and agencies will need to focus from the inside out. The agencies and the marketing departments are experiencing some strange times right now as the media buying business becomes commoditized and the consumer gains more control. Conveying a message is harder than ever before due to clutter and a number of other issues. Agencies can't hire fast enough to service clients who are consistently unimpressed, and businesses are shifting money from higher margin media to lower margin, more one-to-one focused efforts. A lot of great minds are being tasked to think of ways to reach out and garner the attention of the consumer, but these minds should consider allocating at least some of their time towards the experiences themselves.

The type of thought that's given to a marketing message can be applied to an experience as well. Rather than thinking about consumers' behavior and how you can tap into their mindset to convey a message, why not tap into their mindset and understand the types of experiences they'd like to have? Why not work with the R&D teams within the clients to help create an experience that mirrors the message of the brand--or better yet, be sure you are messaging correctly about the experience of the brand rather than its promise.

By focusing on the experience of the consumer, you can create a positive interaction and one that the consumer will be likely to replicate and evangelize to the market. For all the brands that are acquiring funding right now and looking to make a big splash, I ask that if you secure an agency, you ask it to get involved in the experience of the brand first, and then think about the messaging.

Now, I have heard some examples of this in the past and it just serves to support my theory. I heard that AKQA did some work on the actual interface of the Xbox system before its staffers started work on the games. This is the right model to follow. More brands should ask their agencies or outside people to get involved in this manner. If they did, they could be utilizing some of the best minds in the business, in a manner that would immediately benefit their brands. These benefits would provide a steady launch--to be supported by the marketing, but not in place of the marketing!

Do you agree with this theory, and do you have any examples of this occurring? I'm sure that everyone wants to know. So tell us!