The Addictive Society and Experience Management / Marketing
I spent some time this evening at an event sponsored by Microsoft and MIMA entitled, “LIGHT UP YOUR BRAND: BUILDING A MEMORABLE ONLINE EXPERIENCE”.
The keynote speaker was Lou Carbone, the founder and chief experience officer of Experience Engineering. He had some really interesting insights into how people really behave and the different kinds of emotional expectations people have regarding products and services. He also spoke about how people need to rethink the traditional idea of brand and instead of being product focused, be more experience focused. I found his presentation to be fascinating and entertaining.
As I was walking towards the elevator I was thinking about this shift in the expectations to an emotional experience (of which I am guilty of from time to time) from a pure product thing. I couldn’t help but be reminded of Schaef book, “When Society Becomes an Addict”.
I think this type of experience marketing is a direct result of our addictive society. We consider less and less of the rational and factual and place more weight on the irrational and emotional/subjective feelings around products.
