Creating a Customer Ecosystem Using Brand Experience Metaphors

May 15, 2014

Brand experience metaphors are based on real world interactions and help bring a brand's nature, character, and function to life. Discovering a brand experience metaphor facilitates effective brand planning based on accurate user ecosystems and can lead to designing effective customer journeys that yield measurable results when planning campaigns and user touch points across channels (online, print, mobile, in-store, app, etc.).

So what exactly are brand experience metaphors? They are real world experience metaphors that show a brand's identity and role in customers’ lives. Brands today are expected to be much more than simply purveyors of passive products, they must strive to be active participants in customer lives. Brands are expected to be interactive elements that add value and meaning. An experience metaphor attempts to capture the most meaningful more
By Tom Schneider