According to a new white paper and YouTube series released by Jack Morton Worldwide, companies that lead in the 21st century will be experience brands.

Jack Morton, a global brand experience agency, defines experience brands as brands that recognize the value of the experience around their products and services as much as their products and services themselves. Experience brands design, orchestrate and manage their experience portfolio for the different communities that make their business successful, including:

the discovery experience (how people learn about the brand)

the digital experience (today's default town square)

the customer experience (what happens in store or when customers are in market)

the user experience (what happens after the sale)

the community experience (how stakeholders connect with the brand and one another)

the employee experience (how employees align around core values, culture and vision)


According to agency Chairman & CEO Josh McCall, the experience brands concept resonates with Fortune 500 clients: "We've talked to leading brands on four continents who link their success at being an experience brand to their success as a business."

McCall continued: "The more brands become experience brands, the more they will gain an advantage over their competition. Experience brands outperform their peers." McCall cited how investments in the customer experience by brands like Best Buy and Starbucks preceded strong financial results in late 2009.

Jack Morton's new white paper and YouTube series provide definitions and examples across B2B and B2C sectors, citing Zipcar, IBM and LEGO as exemplars of experience branding. The white paper also cites business benefits of experience brands including employee performance and retention, customer conversion, revenue and long-term loyalty.

The white paper is the first in a series to be published in 2010 by Jack Morton on the subject of experience brands. The series will continue with an in-depth look at the inner workings of today's most successful experience brands and the aspects of their experience brand culture that contribute to their success. A full text version of “2010: The Year Of Experience Brands” is available for download at jackmorton.com.


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