Let me first say that I'm a huge proponent of The Experience Economy. Simply stated, the theory is that we have moved from an agriculture based economy to a industrial based economy to a service based economy and are now in an experience based economy. The experience economy proposes that companies must orchestrate "memorable events" for their customers. Think Starbucks and Walt Disney. Both deliver not only a cup of coffee or roller coaster ride but an overall brand experience. You can read more on wikipedia or buy the book.
Just last week Andy Sernovich posted about his experience purchasing from BlueFly. What impressed him was the bag that the product was delivered in and the ease of the return by including the shipping label. He felt that it enhanced his upscale shopping experience with BlueFly - a perfect example of the experience economy at work.
I'm also a fan of the Brand Autopsy series Would You Miss? The series explores whether we would miss a brand if they went out of business through a series of evocative questions. My favorite question is:
Does BRAND X forge such unfailing emotional connections with its customers that they would fail to find another BRAND that could forge just as strong an emotional bond?
So as I sit with the unique responsibility to develop a brand I have been thinking a lot about what would create such an unfailing emotional connection with our customers? We will not have everything completely locked down because I want customer input to develop and guide our future. However, I have created the brand framework for Gettington. This brand framework is critical because it defines each one of our decisions going forward. It sets the roadmap on how we operate. It guides the direction of our brand experience.
So in the fashion of Brand Autopsy's "Would you miss" series, What say you?