Strategy for an “immersive” brand
Before a brand can create any kind of “immersive” experience, it must first immerse itself in its customers. The truly immersive brand will leave its shoes on the beach and dive in. It will swim with customers, feeling their pleasure and pain, hopes and fears. Thus immersed, it can venture forth in the very context of customers themselves.
Begin by answering five brand strategy questions
A brand can begin its customer immersion by answering five basic brand strategy questions:
- What is holding our customers back?
- Where do they want to go—and how can we help them get there?
- How can our brand advance customers beyond the reach of competitors?
- How can we create customers that add value back to the brand?
- How can our customers become our strongest competitive weapon?
Brands immerse customers in exclusive opportunities
The brand goal, of course, is to immerse customers in exclusive opportunities of self-creation that no other brand can match. We’re not trying to drown them. We’re trying to save them—strategically—as only our brand can. That’s one reason why we develop brands as customer-focused applications.
Photo credit: Owl Cottage – Flickr
