Meaningful Brand Experiences

I found David W. Norton’s article “Toward Meaningful Brand Experiences” particularly interesting in correlation to a personal revelation I’m going through about my place in the advertising world. I have been struggling with the idea that deeming something “effective” advertising, for some people, might be determined only by whether or not it would cause people to buy products or brands. Along that train of thought, is it possible that I can create some “effective” work without solely persuading people to buy things? It seemed to me, as this article points out, that simply getting people to buy things isn't a way of developing a long term effectiveness with your audience- and the only thing I will be leaving them with is a very vacant feeling after the fact- which would probably leave me feeling very much the same way. However, recently I have been awestruck and inspired by the small portion of advertising that isn’t simply about selling a product. It is artistic, beautiful, makes social and political commentary on the world, and if it causes people to buy something, it’s not a product, but an experience. After reading Lovemarks by Kevin Roberts, and beginning my work on the One Club & NRDC competition, I realized there was a part of the market that would allow me to create “advertising” for things that is both emotionally and socially significant. I realized it was THIS small part of the advertising world that I wanted my work to be a part of. Whether it is to create awareness about world issues like global warming, or to promote a brand experience like Nike or Starbucks, (which is more than just a purchase, but an emotional investment), there is a way to produce smart, creative advertising with significance and value.

Here’s Norton’s requirements for meaningful brand experiences…Love it: