Audiences no longer follow a linear path from brand awareness to consideration to decision to brand loyalty. Roadblocks exist at every step of those traditional pathways to brand value.
Progressive brands continuously reexamine every aspect of their brand strategy, from brand positioning to activation to measurement, to maximize the value of brand marketing investments.
Brands compete with more companies than ever — especially startups. Brands also face audiences who seem uninterested in brand names or blame them for societal challenges, and who have become increasingly empowered by diverse and proliferating information (e.g., third-party reviews). These disruptions have broken conventional rules for brand building and diminished the value of brand recognition.
To drive commitment in this shifting environment, activate your brand positioning through experiences. Catalytic brand experiences have an outsized impact on brand commitment because, unlike high-quality or memorable brand experiences, they cause audiences to think or behave differently, ultimately helping to internalize the brand experience.
Catalytic brand experiences can happen across channels, making them easy to incorporate into a brand marketing strategy. And it only takes one catalytic experience with a brand to create a lasting impact and boost brand commitment.
To identify impactful opportunities for catalytic brand experiences, begin with these steps:
Investigate in-progress or planned brand experiences that could be made catalytic across a variety of audience touchpoints, including events and tradeshows, product launches or brand launches.
Identify experiences with natural catalytic potential. For example:
Instances where audiences are already having a memorable brand experience
Experiences where one or more catalytic components is already present (e.g., highly emotional moments)