The forward to the book “Join The Conversation” [Joseph Jaffe] was written by Stan Rapp, Chairman of Enguage Associates. His introduction to the book is impressive and lays the foundation for and awesome read. I would highly recommend the book.
Stan Rapp says “The long-standing separation between buyer and seller is replaced by the miracle of infinite shared space ready to be transformed into coutless formats staking out common ground on the world side web. To be a succesful marketer in the age of engagement, there are four fundamentals to keep in mind:
- The Internet is the Center of the Universe.
- The Experience is the Brand Differentiator.
- The Database is the primary Marketplace.
- The Technology is the Explosive Ingredient.
How true. This defines our company [Premier Studios]. While #1 and #3 are shared fundamentals for everyone, fundamentals #2 and #4 are what make us unique. That is exactly why our focus is on brand-experience. We believe “brand-experience” is the future for brands looking to connect with customers. The fact is, that is what consumers want.
For the few true lifestyle brands (those brands we choose because they contribute to who we desire to be as individuals), brand-experience is a must. Apple is the ultimate brand-experience brand. All channels are about experiencing the brand. Whether you are using the products, surfing their website, opening their packaging, it’s all about brand-experience. What’s worth discussing is “did they choose brand differentiation?”
More to come…
Filed under: All Posts, Marketing | Tagged: apple computer, brand differentiator, brand-experience, engauge, internet, jaffe, Join the conversation, premier studios, technology
