Value of brand

Paula Thornton wrote:
> Or, my shorthand....brand does not drive experience...it has little to do
> with experience beyond being the shorthand for recalling all the 'things'
> people associate with that shorthand....
> 
> Can we even begin to get on the same page on this issue as practitioners?

For a quick understanding of the value brand plays, let's look at coffee:

Exxon = $0.25
If you're lucky, it's caffeine that can also function as writing ink.
Brand projection: It¹s a barebones product to fulfill a mobile need.

McDonald's = $1.14
A fast food coffee perked with tap water.
Brand projection: This beverage is meant to serve as a compliment to a fast
food breakfast.

Starbucks = $3.75
A high quality bean that has been temperature-controlled percolated with
filter water. 
Brand projection: This beverage is built around the experience of sipping an
established high-quality coffee at your leisure.

Based on brand delivery/quality, people view each product with a sense of
value. All products provide the caffeine jolt, but the quality of product is
communicated differently. With brand as a voice, the world is given an
understanding of ³what² they can expect from each brand.


--------------------------------------

To give credit, I referenced the following book:
Managing the Customer Experience
By Shaun Smith and Joe Wheeler


Derick Sumrall 
Interactive Media Designer

ODEN Marketing and Design
901-578-8055 (Tel) 
901-578-1911 (Fax) 
[email protected] 





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