This is me sharing my experience as design thinker

What Do Customers Want? Brand Experience and Branded Content

9 sept. 2012


Customers ar collectors of Experiences

2012. We all are consumers of experiences.


The common denominator of all of us is that we share our lives within our circles
of trust as never before. Being social it's about sharing. And we like it.
By sharing our experiences, we fulfill personal, professional, ideological needs: photos, ideas, trips, video, family, events that tell our story  and reveal who we are, what we know, where we want to go, our dreams, goals... And we learn from the experiences of others, too. 

Sharing our experiences enriches us individually: we are developing new social capabilities and  skills. Surprisingly, a tacit respect happens in most social media and groups.


After several years managing our personal social networks, we have literally put together a VISUAL overview of our life experiences. We could say that we have a global vision of our lives like never happened before in the history of human kind. 

It's an opportunity to personal growth: The natural next step is to analyze the pieces of our lives -the collection of our experiences-, to improve it: "What  experience am I missing? What experience I would like to accomplish? How could I complete this aspect of my life?, Always going on vacation to the some place so the same photo year after year? 


We have reached a point when everyone is a designer of their own life: to keep on building oneself up, we need content that would add value and complement our expectations. We are some kind of collectors of experiences that want to enhance our life project. 
We need contents to feed our social media.
Social Media is about people. 


CONSUMERS ARE ASKING FOR BRAND EXPERIENCE AND BRANDED CONTENT BUT WE - brands- ARE NOT BEING TRUST WORTHY AND WE ARE NOT BEING CAPABLE OF UNDERSTANDING  WHAT COSTUMERS NEED.



And brands.

Everyone living on this planet  is a consumer since birth:  We all have brands that are meaningful to us and are part of our circle of trust, because they deserved it  because they have met the prerequisites required for any relationship based in confidence:

  • It is a reciprocal relationship
  • It will not betray my trust
  • It 's authentic
  • It gives me love-value
  • We share the same values ​​
  • It respect me and wants to know me better
  • Optimism and hope
  • A BRAND that brings to my life what I need.





And what happens when someone in whom you've trusted, betrays you in any of this points?



  • kick him/her off our circle of trust
  • Share the betrayal with whom would like to hear it
  • Prevent to our friends from him/her
  • Won't give a second chance 



What do costumers want?

We want brands to be meaningful to us and capable of adding real value to our lives ... brands trust worthy that won't betray us and smart enough to see that engagement is possible only in a  WIN-WIN relationship ... like in all relationships that work ;)








 

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