Re: Value of brand
"rreprobate" <[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 > > McDonald's = $1.14 > > Starbucks = $3.75 > > But this assumes Exxon, McDonalds, and Starbucks are selling coffee, > which they aren't. > > Each is selling experience. Good thread! There were lots of interesting points along the way, but I fear that no one seems to know anything about coffee. It's an interesting thing to say, that these companies are only selling an experience, but its an inaccurate simplification. Exxon sells gas. McDonalds sells food. Starbucks sells... milk and sugar mostly. Then the question was raised... why spend millions on advertising rather than experience, when the customer experience is the true path to building a brand? Well, it's much easier. It's just a matter getting some good looking people on camera and buying the spot. And it follows much more directly from the "identity work" that has been handed down, unlike redesigning a customer experience. Exxon, McD's and Starbucks have done good work on both sides and that's why they are successful, despite the fact that they sell bad gas, bad food, and bad coffee respectively. ------------------------ 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/