BXP - April 2017 - 42

THE DEBATE

42

Consumers will build the story if we deserve

ing a real need, new products, be they brand

one. For instance, even though a brand like

extensions or entirely new brands. can end up

Waterford is considered an iconic Irish brand,

selling the artificial variations of reality versus

much of its production happens elsewhere.

the reality of the brand itself. Better media and

Consumers want the brand to be Irish. Hence,

analytics are not the points of all this. Brands

the brand is Irish because the consumer wants

and brand performance, differentiation and

it be Irish despite the reality. Perhaps we can at-

consumer satisfaction are.

tribute augmented reality to consumers. Reality
is theirs not ours. Hence, our efforts to control
crisis situations or manage defective products
and product claims are mute and just a little bit
duplicitous. The consumer won; it is we who
must learn a new dance. To have more control over the fate of a brand's story is to build
it better, more in line with consumer-created
expectations and genuine needs.
The mechanics of analytics enabled by sophisticated, sometimes customized algorithms and
easier access to virtual consumer testing have,
indeed, advanced. However, analytics, in of
itself, is not always reliably predictive. It never

"Analytics can
be great assets
in innovation of
brand experience
and brands-not to mention
justification
for expenditures
in the digital
arena."

Data is not always predictive. In fact, if one
looks at the fully researched brands launched,
only a fraction, estimated at one in eight ever
truly succeeds. One need only look to our last
election. Knowledge is not wisdom.
Analytics can be great assets in the innovation of brand experience and brands-not to
mention justification for expenditures in the
digital arena. The digital arena has advanced
in its analytics, but, as of this writing, most of
the techniques employed are far from foolproof
and hardly a predictor of ROI. Digital metrics
are akin to what I refer to as the power of "The

has been. It is a set of tools within a larger

Great and Powerful Oz." Yet, advanced analytics

toolbox, which can, when combined with other

has evolved to focus on the digital world versus

intelligence, leads to innovation. As such, inno-

the innovation of products. We forgot, that me-

vation is a potentially dangerous friend without

dia for media's sake is not the point of market-

full appreciation of cultural influences, geo-po-

ing. And, it is often the furthest thing from real

litical and economic changes, along with other

innovation.

aspects of living.
It takes a person and courage to make a creOne could argue that analytics and most forms

ative leap. Innovation is a process, and the in-

of data mining have resulted in more innovative,

sight and analytics of today are not necessarily

customized consumer dialogue , not necessarily,

a true mirror of what is yet to come. Knowledge

more innovative brands (particularly non-tech,

and insight will never be synonymous.

non-e-commerce and non-entertainment
brands). The various types of augmented, hyper
and synthetic realties catering to brand experiences, add to more intimate, entertaining brand
experience, they don't write the story; however,
if a narrative is too far removed or unrelated
to a brand concept that delivers on satisfy-

A PR IL 2017

|

BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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