Without tangible execution, strategy is just empty language.
Conventionally, brand strategy is a fairly straightforward, waterfall-type process, that mostly happens at the quite non-specific beginning, whatever that means. Typically, the strategy process establishes a coherent direction for the project ahead, setting up the work to be passed to those who execute, (think: designers, technologists, and beyond). It’s a proven approach, one that was developed to communicate in a certain way, based on the characteristics of the media at the time.
Well guess what. The jig is up.
Global adoption of mobile interactive technology has changed the game entirely. But since we all know that already, the question on the table is this: why haven’t our analytical tools evolved along with it?
Organizations must engage with audiences across space and time, bridging multiple environments (think: physical, digital, virtual), and numerous individual touch points – the sum of which comprise a brand's identity, shifting in real time in the minds of those interacting with it.
That means brand systems need to consider interactive and experiential principles as business critical.
Branding for Experience came into being for exactly this reason – to connect high level strategy, and the myriad executions it exists to inform. This practice is not about branding, traditionally defined. In fact, it's anything but. What we do is to build connections between the people who know the brand best, and those who create the experiences and interactions that bring it to life.