This started as a quick comment on Paul’s blog…and started rambling enough that I wanted to post it here…if anyone else has reactions/ramblings on the topic.
Ok, While I haven’t read the report yet…I will…my first gut reaction is that the ‘people will be buying experiences’ isn’t new. I’ve seen that in a couple of different places for awhile. What puzzles me is when/why did this become new? Of course it is about the experiences…but then again, it is how you define experiences.
Is experience –
1) I want to make sure I am cool, so if I buy a red piece of gum because everyone else is I will have the experience of feeling ‘in’
2) I actually need some decent gum, umm, red gum, it was a good product, i had a pleasant experience, it met my needs to chew and flavor
3) I’m buying red gum because MTV told me to. Which could be just like #1…but in my mind they are kind of different. One is because you experience others around you, the other is a manufactured brand.
Now getting past the experience thing for a bit…I’ve talked about it before, how people are defining themselves by their media and experiences, not their tangible goods. So where does a brand experience fit into that? Have a good product, tell that product’s story.
I think what we really are experiencing is the death of manufactured brand experience.