EXCLUSIVE: Today’s “experience economy” has rendered ‘brand experience’ more important today than it has ever been, according to Jack Morton’s global boss.
The experience consumers have with brands can sometimes be the breaking point for whether a brand is successful or tumbles right off the shelf.
Throughout its 75 years as an company Josh McCall, Chairman and CEO of brand experience agency Jack Morton believes brand experience is crucial today as the consumer is totally in control and their experience with a brand significantly impacts their purchase decisions.
Where we have previously been in an industrial economy, a manufacturing economy, a service economy, McCall believes we now live in “the experience economy”.
“When we have a good experience we tell everybody about it. When we have a bad experience we tell even more people about it.”
“Wherever you decided this morning to get your coffee, where you decide to buy your clothes, where you decide to buy your groceries…all of these things today are based on the experiences that you have with them because we have so many choices,” he said.
Brand experience as a practice has gained much recognition over the past few years with many agencies jumping on the bandwagon to create different experiences for their clients.
McCall believes this increasing popularity of brand experience is symbolic of how important the area is today and how both agencies and consumers are recognising the relevance of the practice within the marketing industry.
In the age of the internet we are constantly bombarded with endless information, hordes of news and numerous opportunities, and it can be hard for a brand to establish itself within this fragmented and cluttered media landscape.
The fact that Jack Morton has 75 years of experience under its belt leaves the company in a “very very sweet spot” for being able to help their clients “to break through that clutter, to solve their business problems and to help them communicate to their target audiences through the experiences we provide”.
Word-of-mouth, according to McCall, is a very effective marketing tool and the rise of social media has substantially increased the spread and reach of a brand.
The boom of these sharing platforms online has enabled a consumer to virtually wholly express their opinion of a brand, whether it be positive or negative.
Previous research by Jack Morton in 2011 details around 80% of people agreed that the overall experience they have with a brand is the single biggest factor in determining future purchases.
Often it is the little details that can help make or break an experience for a consumer.
According to McCall there are three main components to have a successful brand experience.
“The strategy, the ideas and the execution.”
Where he believes there is a constant flow of ideas and a large amount of creativity among agencies beginning to enter this area, he recognises the “execution” component can often be the hardest one to deliver as an agency may not have the capability to deliver the ideas from a budget or activation stand point.
McCall also believes that the practice of brand experience is not just creating a positive experience for its consumers.
“The experience is so critical to a company’s success and it’s not just the experience a company creates for its consumers or audience, it’s the experience they create for their employees, it’s the experience they create for their partners and their distribution channels and their networks they do business with.”
With its 75th birthday this year, Jack Morton prides itself on being able to deliver exceptional experiences for their clients and consumers.
Image: Founder Jack Morton with Bob Hope
To celebrate this milestone, McCall is beginning to make the rounds to Jack Morton’s numerous global operations in order to personally celebrate with everyone.
In terms of one of the biggest missed opportunities for 2013, McCall looks back at the rise and fall of the Blackberry brand and the challenges they’ve faced in recent years.
“What they might have been able to do both from a product and technology stand point but also from a customer and a customer experience stand point to have remained competitive in the face of all the challenges is a thought that comes to mind,” he said.
The numerous social issues that also exist in the world today are another area McCall believes Jack Morton could utilise its skills to help overcome some of these issues.
“I think that we have an opportunity to do a lot and whether we can solve all the world’s problems, I don’t want to bet on, but we can certainly help solve some of them,” he said.
“With great strategy, with great creative, anything’s possible.”
Image: The Jack Morton Band
Please login with linkedin to comment
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]