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the experience economy,[object Object],The New Paradigm for Brands,[object Object],Heather White-Laird,[object Object],Executive Creative Producer, iCrossing,[object Object]
“mass marketing is dead” ,[object Object],Alan Lafley, CEO of Proctor and Gamble,[object Object]
advertising,[object Object],can ,[object Object],no longer exist ,[object Object],by ,[object Object],blasting messages ,[object Object],to an audience,[object Object]
prior to the internet it was a ,[object Object],people to people,[object Object],world,[object Object]
there were smiling shoe salesmen,[object Object]
now the relationship is digital,[object Object]
there were kindly bank tellers,[object Object]
now it’s all done online,[object Object]
in just the ,[object Object],last two years, ,[object Object],there has been a ,[object Object],fundamental shift,[object Object],in how ,[object Object],we experience ,[object Object],the ,[object Object],world ,[object Object]
people want ,[object Object],to be part ,[object Object],of a community,[object Object],& brands ,[object Object],need ,[object Object],to participate ,[object Object],in   ,[object Object],that conversation,[object Object]
The Experience Economy
we now live ,[object Object],in an 	,[object Object],experience economy ,[object Object],where ,[object Object],people have shifted ,[object Object],from ,[object Object],passive consumption ,[object Object],to ,[object Object],active participation,[object Object],Joseph Pine and James Gilmore,[object Object]
once our basic needs are met…,[object Object]
We seek an emotional experience,[object Object],we seek an emotional experience,[object Object]
this doesn’t satisfy us anymore,[object Object]
it’s all about the relationship,[object Object]
and instead of this,[object Object]
we seek a financial friend,[object Object]
a brand is not a place, it’s a direction ,[object Object],John Gerzema, Chief Insights Officer, Young & Rubicam,[object Object]
the new value paradigm is no longer,[object Object],commodities,,[object Object],nor products,,[object Object],nor services,,[object Object],but,[object Object],experiences,[object Object]
for decades the mantra was always show the product,[object Object]
always show the product,[object Object]
or show someone famous with your product,[object Object]
now product takes a back seat to experience,[object Object]
The Experience Economy
The Experience Economy
service vs. experience,[object Object]
design has the power to enrich our lives through,[object Object],image ,[object Object],form ,[object Object],texture,[object Object],color,[object Object],sound,[object Object],smell,[object Object]
As marketers, ,[object Object],wemusthelp brands ,[object Object],participate in that ,[object Object],experience,[object Object],through design,[object Object]

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The Experience Economy

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