The new paradigm from brands.

1. the experience economy The New Paradigm for Brands Heather White-Laird Executive Creative Producer, iCrossing

2. “mass marketing is dead” Alan Lafley, CEO of Proctor and Gamble

3. advertising can no longer exist by blasting messages to an audience

4. prior to the internet it was a people to people world

5. there were smiling shoe salesmen

6. now the relationship is digital

7. there were kindly bank tellers

8. now it’s all done online

9. in just the last two years, there has been a fundamental shift in how we experience the world

10. people want to be part of a community & brands need to participate in that conversation

12. we now live in an experience economy where people have shifted from passive consumption to active participation Joseph Pine and James Gilmore

13. once our basic needs are met…

14. We seek an emotional experience we seek an emotional experience

15. this doesn’t satisfy us anymore

16. it’s all about the relationship

17. and instead of this

18. we seek a financial friend

19. a brand is not a place, it’s a direction John Gerzema, Chief Insights Officer, Young & Rubicam

20. the new value paradigm is no longer commodities, nor products, nor services, but experiences

21. for decades the mantra was always show the product

22. always show the product

23. or show someone famous with your product

24. now product takes a back seat to experience

27. service vs. experience

28. design has the power to enrich our lives through image form texture color sound smell

29. As marketers, wemusthelp brands participate in that experience through design