The things you own

can't make you as happy as the things you do.

An experience provides more utility and lasting happiness than a material possession. We quickly adapt to new toys, but experiences have staying power because they involve fostering or strengthening relationships with other people.

If we want to build brands that lasts, we need to design ways for people to create shared experiences around that brand, ways for them to create social velcro through action. It only works if they do something.

Comments

[Nikita]

Well said! It’s the memories, feelings and conversations evoked around a particular brand or product that really heightens any experience. In essence, the experiences reflect and enhance a consumer’s brand loyalty, because it’s the experiences that they keep in mind and cherish-- not so much the tangibles they receive.

[Jessy]

Agree...also it works only if they want to do something: the brand-building also should go for what people want - what kind of experience they want to and to share with?

[Hitsamty]

Nikita, you got it. I've always felt that brands associated with travel and new experiences (such as cameras, hotels, etc.) have such amazing opportunities to build a powerful brand. The customer's perceptual antennae are highly attuned when on vacation, just waiting for an experience to come to them that they can share...

Jessy, I think the shareability of experience is increasingly becoming the main cachet of a brand- if others can't be a part of it, its not going to catch on. Less happy place, more Woodstock :)