As the Chinese proverb states, “Hearing something a thousand times is less impactful than experiencing it once.” So why is our primary focus on brand messages instead of brand experiences? There’s a shift taking place. Leading brands from Coca-Cola to Mr. Clean have stopped talking about their brands and now focus on experiences that get people to live their brands. This is the single largest white-space opportunity for brands to grow: real life. Taking your brand off the shelf and out of media to authentically enrich people’s lives generates the highest level of loyalty, advocacy, and sales.
Dustin GarisChief Troublemaker, Garis Innovation