!Whether we realize it or not, everyday we have positive and negative brand experiences with a number of different brands. Each interaction we have with a brand allows us to engage with the brand and formulate a positive or negative perception of that brand. Today, companies are challenged with creating consistent positive brand experiences through a number of channels – online, customer service, product or service quality, packaging, retail space, and so on. All of these various touch points add a positive or negative brand perception and can influence the brand’s “moment of truth.”

1. Create a winning
brand experience
TeamClient Design Toolkit

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Toolkit | January 2014 | Winning brand experiences | 1
At Shikatani Lacroix, we design compelling purchase
moments that connect with consumers in the blink of an
eye. Our philosophy and strategic design approach, the
Blink Factor, is driven by a consumer's motivation to make a
purchase decision. Everything we do is geared to owning
the "at-purchase" moment. Our firm has a well-earned
reputation for designing integrated branded experiences
that effectively connect brands with consumers to drive
measurable results for clients. We extend the branded
experience through a consistent and coherent approach to
omni-channel communication design.
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About the Author
Courtney Randles, Account Manager at Shikatani Lacroix
! business graduate from the University of Waterloo,
A
Courtney is a passionate and enthusiastic project manager
with more than six years of experience working on a wide
range of branding and packaging assignments.
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Courtney brings her a breadth of experience in the areas of
corporate branding, packaging and retail to her work on a
number of North America’s leading brands, including Kraft
Foods, Tim Hortons, Great Gulf, TD, and Toronto Blue Jays.
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All touch points
can add a
positive or
negative brand
perception and
can influence
the brand’s
moment of
truth
How to create a winning brand experience
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What if creating a positive brand experience was as easy as
following a set of instructions or a food recipe?
Unfortunately, it isn’t quite that simple. There are many
pieces to the puzzle that need to fit together, and many
factors that need to be taken into consideration to ensure a
successful and positive brand experience occurs between
your consumer and your brand.
!
Whether we realize it or not, everyday we have positive and
negative brand experiences with a number of different
brands – from the time we start our day with a morning cup
of coffee to the time we go to bed. Each interaction we
have with a brand, whether it’s with a tangible object or
while surfing online, allows us to engage with the brand and
formulate a positive or negative perception of that brand.
Today, companies are challenged with creating consistent
positive brand experiences through a number of channels –
online, customer service, product or service quality,
packaging, retail space, and so on. All of these various
touch points add a positive or negative brand perception
and can influence the brand’s “moment of truth.”
!
!

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Toolkit | January 2014 | Winning brand experiences | 3
The term moments of truth, coined by Jan Carlzon, former
president and CEO of Scandinavian Airlines, describes the
interaction between a customer and company (brand), and
the varying degrees of quality that are experienced
(Lacroix, 2010). Carlzon has said that a positive moment of
truth with a customer builds brand loyalty and repeat
purchase, while a failed moment of truth creates dissatisfied
customers who look elsewhere to get their needs met
(Lacroix, 2010). A negative brand experience can cause
your customer to head to the competition for a product or
service. However, successful brand experiences can attract
new consumers and create a strong relationship between
your brand and your customer.
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Case study: TD Comfort Zone
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A great example of a successful brand
experience is the TD Comfort Zone at
the Rogers Centre. By partnering with
the Toronto Blue Jays and its home
stadium, financial services company
TD has positioned itself as a relevant
and approachable brand.
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Toolkit | January 2014 | Winning brand experiences | 4
The TD Comfort Zone is a physical
manifestation of TD’s mandate:
comfort. Four plush leather sofa chairs
in TD’s corporate green were installed
in the 200 level of the stadium. During
any Toronto Blue Jays home game,
four lucky fans or community partners
are upgraded to the TD Comfort Zone
where they can watch the game in
style, courtesy of TD. This sports partnership leaves a
positive impression on current and potential customers –
including those who might not have had a previous
interaction with the brand.
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Although the two brands offer different products and
services, they both support similar brand positions of
approachability and target the same middle class
demographic. The partnership allows TD to grow brand
awareness in a channel where it otherwise wouldn't have
had any presence.
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Toolkit | January 2014 | Winning brand experiences | 5
Through the use of clear and concise branding, along with
media exposure, TD has grown its brand awareness
nationally and internationally. Furthermore, this moment of
truth between the brand and the lucky fans who are literally
sitting in comfort is an example of the brand’s promise in
practice.
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It is safe to say that the TD Comfort Zone at the Rogers
Centre really hits it out of the park!

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Reference materials
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Lacroix, Jean-Pierre. 2010. Belonging Experiences:
Designing engaged brands. Bloomington, IN: iUniverse
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For more information, contact:
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Jean-Pierre Lacroix, President
Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: jplacroix@sld.com