The Digital Marketing Blog

Brand is a combination of perceptions that people have about a product/service/company. These perceptions don’t mean having consumed the product. Even a person who have never driven a BMW, perceives “the pleasure of driving”. As Philip Koter says “you don’t consume a product but the image you have of it”.

  
This perceptions are built in different ways. A simple and powerful way is to create experiences. For example Disneyland doesn’t sell hotels and amusement parks, it sells a family fun experience like a lot of other brands that don’t sell the product but the experience.  On Internet through the web you can also transmit different types of experiences. Among the negative ones that all of us have suffered at one time there are: arriving to places that says “site in construction”, sending mails that nobody replies or very complicated forms that later they don’t work or nobody replies to them. A very good example of strong experience on the Internet is at www.quieroverunfantasma.com (I want to see a ghost) where several resources are used to generate a strong experience from the senses side to make an impact and after turns to personalization to generate virality.

  
Put your picture or a video to send it to a friend.

  
Another example of experience creating an experience through people’s values instead of turning to perceptions. Experience comes through channeling the commitment in something useful and cooperative at the same time (one of the basis of web2.0) ttp://www.frenaelcambioclimatico.org/ (stop weather changes)