How Brand Experiences Build Emotional Connections
July 18, 2019
We live in the age of the branded experience. Companies are investing big money in bringing brands to life and creating sensory-stimulating interactions between their products and the people that matter most to them. In a role previously filled by mass media advertisements, branded experiences build connections, positive sentiments, and memories, leading to a sale in the moment or later on down the road. When done well, they create long-term emotional connections to a brand — building valuable, long-lasting relationships and brand affinity. Read on for examples of powerhouse brands that nailed the branded experience:
Dobly’s SoHo brand experience is a “space where science meets art and technology meets imagination,” with interactive digital pop-ups that showcase the brand’s latest technology through immersive pop culture-centric installations. In one pop-up, Dolby brought Netflix’s ‘Our Planet’ to life by transporting visitors to the corners of the earth through the sights, sounds, and wonders of the world, and their latest exhibit encourages visitors to get lost in Elton John’s iconic music from the soundtrack of ‘Rocketman.’ By creating immersive and sensory experiences that leverage movie soundtracks and musical performances, Dolby demonstrates their products and exemplifies the brand’s mission to create the “ability to transport people through experiences of heightened sensibility… creat[ing] a highly immersive sense of being there.”
INTERSECT by Lexus
Upon entering INTERSECT, Lexus’ NYC brand experience, it’s clear what the brand stands for. The cultural hub concept, an upscale restaurant, lounge, café, and retail space, exudes Lexus brand ideals — luxury craftsmanship, high-level service, and the pursuit of perfection. From the plates and bowls to the artwork and playlists, Lexus has carefully crafted every inch of the customer journey through INTERSECT to invoke emotions that parallel the luxury brand. The brand-exclusive retail product offering, which Lexus describes as a “carefully chosen collection of sophistication and timeless accessories produced by a new generation of master craftspeople,” furthers the automaker’s evolution into a lifestyle brand. The INTERSECT experience provides a place for consumers to be “entertained, inspired, and educated” about the Lexus lifestyle without getting behind the wheel.
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