Experience is now at the heart of a brand’s promise.
Jesko Perrey, McKinsey & Company

Brand experience is embedded in a successful brand strategy, not appended.
Damian Ferrar, Interbrand


‘Brand as experience’ is the promise and ‘brand experiences‘ are how that promise is fulfilled.
Jesko Perrey, McKinsey & Company


A brand can be dimensionalized in so many ways to create an emotional, memorable and valuable experience.
Denise Lee Yohn, Author


Audience mindsets are recognized as experiences…shared in communities that increasingly value their peers’ opinions over those of brands.
Damian Ferrar, Interbrand


An integrated Feel and Think experience… is more impactful than just one, Feel or Think.
Bernd Schmitt, Columbia Business School

Brand experiences happen; great brand experiences are intentionally designed and managed.
Denise Lee Yohn, Author


If brands simply meet expectations, then they will become irrelevant.
Damian Ferrar, Interbrand


I don’t think that it’s useful to make a distinction between an experience and a relationship.
Jesko Perrey, McKinsey & Company

<Branding Roundtable 22, Beyond Brand Experience, www.brandingmagazine.com/download>

The reason behind this purpose-driven platform is simple: Apple lives and dies by its innovation, both functional and aesthetic. By creating customers (instead of merely creating sales) the Apple brand platform forges deeper and more lasting connections with users. By growing customers, Apple ensures that its customers will be ready for the next round of innovations that Apple is planning for them. <www.tenayagroup.com/blog/2006/05/08/inside-apples-retail-brand-platform/>

Apple may not get the experience exactly right in every instance, but you at least know whose experience you’re getting: Apple’s. And that ownership of experience is part of what makes its customers so sat … isfied. <John Moltz, Contributor, Macworld. All in one: Owning the experience is key to Apple’s customer satisfaction. www.macworld.com/article/2364310/all-in-one-owning-the-experience-is-key-to-apples-customer-satisfaction.html. Jun 23, 2014 3:00 AM PT>

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