Re: Value of brand
Austin Govella <[email protected]>
| Newsgroups | gmane.comp.hci.experiencedesign |
|---|---|
| Message-ID | <[email protected]> |
> 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. But this assumes Exxon, McDonalds, and Starbucks are selling coffee, which they aren't. Each is selling experience. Exxon sells the experience of staying on the road. McDonalds sells us the ability to sustain ourselves despite our busy lives, and Starbucks is selling roses for you to stop and smell (a treat). An individual product's brand experience (like coffee) would have to be in line with the overall experience, right? It seems like we're saying similar things with different words. Besides 'Managing the Customer Experience', are there any other books you can recommend on brand? I already have 'The Brand Gap' on my short-list. Should another book usurp it's position? -- Austin Govella Grafofini: the web team http://www.grafofini.com [email protected] ------------------------ Yahoo! Groups Sponsor --------------------~--> What would our lives be like without music, dance, and theater? Donate or volunteer in the arts today at Network for Good! http://us.click.yahoo.com/pkgkPB/SOnJAA/Zx0JAA/ru9rlB/TM --------------------------------------------------------------------~-> - - - - A I G A E X P I E R I E N C E D E S I G N - - - - PURPOSE OF THE LIST: The objective of AIGA Experience Design is to build an interdisciplinary community of professionals who design for a world in which experiences are increasingly digital and connected. This list has been established as a forum for the exchange of information among community members. TO VIEW ARCHIVED MESSAGES: visit http://groups.yahoo.com/group/AIGAExperienceDesign ETIQUETTE: We ask that participants observe common principles of civility and e-mail etiquette in their postings. Specifically, it is more appropriate to challenge ideas than individuals, and the list should *not* be used for personal communications, self-promotion, commercial solicitations or job postings. JOB POSTINGS: Please post job listings on AIGA Design Jobs http://www.aiga.org/designjobs TO UNSUBSCRIBE: Send e-mail to [email protected] MORE INFORMATION: http://experiencedesign.aiga.org Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/AIGAExperienceDesign/ <*> To unsubscribe from this group, send an email to: [email protected] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/