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from many interactions, one brand
The most powerful brands align their customers' many individual interactions around a singular brand idea. This is the brand experience.
What do your interactions add up to?
next: LEARN MORE ABOUT BRAND EXPERIENCE > -
brand experience = brand
And it is our strong belief that a brand is the sum total of all of the interactions a customer has with a brand both consciously and subconsciously. This model is built around the philosophy that all aspects of a company should be governed by a singular Brand Idea from marketing communications, to products and services, to culture and operations.
Traditionally, a Brand Idea is brought to life through Marketing Communications alone. But customers interact with your brand outside of marketing communications. And they don’t see different departments. They don’t know your silos. They simply want a consistent and compelling experience.
And when they get it, they will understand your value proposition. And your business will respond.
NEXT: A POWERFUL, FLEXIBLE, AND FUTURE-PROOF MODEL > -
channels change in an instant. brand experience doesn’t.
The biggest challenge that marketers face is the introduction of new communications channels and the evolution of existing ones.
A Brand Experience strategy is channel and media agnostic. It will always hold true no matter how communication changes in the future. The same brand idea that drives the brand experience today will drive mobile, social, or even telepathy tomorrow.
next: DISCOVER THE CUSTOMER JOURNEY > -
the purchase funnel is dead
Of course there’s a purchase cycle. But it’s no longer a linear funnel. With new channels of communication (anyone heard of social media?) and an overall increase in messaging volume, consumer shopping behavior has changed.
next: customer journey > -
customer journey
We look at the complete Customer Brand Experience Journey – those points where consumers interact with your brand – from pre-existing associations to purchase and advocacy. And since all interactions are not created equal we then develop and activate marketing programs to those that will keep customers continuing through their journey toward purchase.
DOWNLOAD A DETAILED VIEW OF THE STARFISH BRAND EXPERIENCE JOURNEY (pdf, 489 KB >
next: PUTTING BRAND EXPERIENCE TO WORK > -
plan. execute. or both.
Our services align with our strategic model. And through every engagement, we help our clients identify and build Integrated Brand Experiences.
In a higher-level strategic role, we’ll identify the brand idea, scrutinize every customer interaction and integrate the messaging throughout the journey.
But even if the assignment is more tactical, like a website or a brochure, we’ll use brand experience principles to ensure that the output is delivering the brand idea as powerfully as if we had responsibility for the whole journey.
And our highly flexible model means we can work independently or alongside your existing agency or communication partners.
next: SEE US IN ACTION >
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America runs
on Dunkin’.But when we started with the brand, Dunkin’ ran on donuts. We helped them get back to their roots as a coffee company. And we helped remind them that a coffee break was more than fluid replenishment. Coffee is an experience. And as such the shops and the brand needed to be enhanced. Needless to say, they ran with the idea.
CONTACT US TO GET A TASTE OF WHAT WE DID FOR DUNKIN’ DONUTS > -
art. live.
up close and personal.We conceived and built this first-of-its-kind online platform that unifies artists, galleries and art collectors in real time. Your host, the Gallerist, works with you directly to build an online gallery and helps you uncover, source and acquire art from around the world. All of this takes place in real time. Now, the art’s coming to you. And now, it’s personal.
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bigger marketing
for bigger TVs.Everyone knows Sharp as a leader in flat screen TVs. But competitors didn’t care. They stepped up their game and we needed to catch up. We helped Sharp define a more focused messaging platform and a more consistent graphic design language that spread throughout all media channels. Sharp now sells more TVs 60” and up than any other manufacturer. That’s huge.
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taking performance
to a new dimension.In business for more than 100 years, Hu-Friedy was entrenched as a manufacturer of high quality dental instruments. Not too bad, except that their industry leading dental communities and services were standing in the shadow of the products. A new positioning and an overhauled brand identity have dentists seeing Hu-Friedy’s fullest offerings. And a 2011 Rebrand award confirms we’re doing it in a breakthrough manner.
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