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10 Nov 2017
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Fiona Blades and Professor Hugh Wilson from Cranfield University presenting Positive Experiences drive Profit and Purpose at the Financial Services Forum Annual Conference

Whether brands are looking to build their brand equity or drive revenue they need to be creating positive experiences for people.  Taking an Experience Driven Marketing approach builds brands and brands driven by purpose helps profit, rather than working against it.  In other words happy customers = more revenue.   Key highlights include:

  • All experiences, not just paid, are important in helping customers to achieve their goals

  • Banks are creating positive experiences – some banks are better than others

  • Experiences are driving cultural affinity and contributing to building brand purpose

  • Positive experiences turbo-charge brand consideration (and therefore sales)

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