Well there’s a thing: experience experts Apple have been caught napping.
Forrester Research’s 2014 customer experience study is in its third year of tracking 17 major consumer electronics firms operating in North America. For the first time, 7,500 respondents - asked to rate brands on how easy, enjoyable and effective their brand experience was - have put Samsung, Sony and Microsoft higher than Apple.
They’ve all still got a way to go before they reach Amazon’s staggering 91/100 rating…but it’s a sign that the Brand Experience wars are hotting up, as companies realise the importance of (and competitive advantage in) taking control of their experience touchpoints.
Because its not like Apple have done anything wrong (they’ve actually gone up from 80 to 81)…its just that the others have got better. And that’s a big win for the customer.
Butterflies in the stomach, cold feet, a shiver down the spine - emotions are visceral things. Part of the power of Brand Experience is the physical effect on emotions, and vice versa.
Now new research has mapped the embodied feelings associated with emotions, showing how powerful and universal they are:
Across groups of Western European and East Asian respondents (picked for their distinct cultural and linguistic environments), the similarities in responses far outweighed the differences.
So we’ll continue our mission to win over hearts and minds…but we won’t stop there.
How to people learn about brands? Read more.
Today we released our annual research, Best Experience Brands.
As you can see from the infographic, millennials truly value experience. But then again, why wouldn’t we? We’ve grown up in an age where we want more from brands than just a product or a rude sales person.
Read about the rest of our takeaways on slideshare.
The experience gap: a business opportunity, not just a brand opportunity
Lots of companies talk a good game about the value of a differentiating experience. Yet new research released today by Jack Morton shows that most people still rate companies’ actual experiences quite poorly.
Why is that?
If you were going to launch a banner advertising campaign designed to trigger women to donate to a breast cancer charity, what predominate color would you use? If you thought pink, think again. Research has shown that gender-neutral ads for the same breast cancer cause generate double the results of women-targeted, pink-themed ads. Welcome to a world of new realities that flips the way women experience brands on its head.
To better understand this world, we set out to collect our institutional Jack Morton knowledge, conduct primary and secondary research, and bring together some of the smartest marketers we know to reflect on marketing to women in a world of New Realities.
This Wednesday, June 6, 2012, Jack Morton is convening a panel in Boston, MA with top marketers from P&G, Reebok, SUBWAY® and Wayfair.com. Together with our research and their best practices, we’ll uncover some of the strategies and war stories that have made them, and their brands, successful. At the event, we’ll talk about marketing to women in industries ranging from consumer products to financial services, from healthcare to technology, from automobiles to make-up.
Leading up to the event, we’ve started to use a type of language around the office to talk about how to market to women. Initiatives are either Pink (based on old assumptions about marketing to women) or Beyond Pink (based on a fresh, research-driven understanding of today’s women).
For details about what we learned in terms of Pink stereotypes and Beyond Pink insights, stay tuned to this blog or contact us for the comprehensive white paper that can help take your brand BEYOND PINK.