Direct Messaging Differentiation is No Longer Enough


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We have Gordon E. Moore, Intel co-founder to thank. Moore’s Law“ the observation that over the history of computing hardware doubles approximately every two years. Direct messaging differentiation is no longer enough.

Technology “ that’s why the goal of any brand strategy must also include consumer’s experiences if it’s to be complete.В  At Phillips we call it Experience Branding.

Brand strategists are increasingly thinking beyond product to the full extent of the brand experience, which is consistently reinforced organization-wide in all customer interactions.

There is a fascinating parallel between this concept of brand experience, and the concept of the activity based view of the organization.

Phillips client Southwest Airlines is an example of an organization with a network of interconnected activities that would be difficult for a competitor to duplicate. The essence of Southwest’s brand strategy is to serve cost conscious travelers who value convenience, and their activities support strategy.

What is Southwest”s However, your natural curiosity, a nice quality, and your quick humour, allow you to demonstrate to everyone how much they may gain from your company, and that your apparent flightiness hides an appetite (particularly mental) for life, which itself conceals a core competence its key success factors? The correct answer is that everything matters. Southwest”s strategy involves a whole system of activities, not a collection of parts. Its competitive advantage comes from the way its activities fit and reinforce one another. Southwest”s activities complement one another in ways that create real economic value.

If you conceptualize an organization as a network of reinforcing activities, and the brand as a network of reinforcing experiences, you can see that brand strategy and business strategy are two sides of the same coin.

So, how do these two elements work together to complement one another?В  Direct messaging content represents the rational perception while experience branding represents emotional perception.

Direct Messaging

  • Features, Benefits
  • What does it do?
  • How does it work?
  • How much does it cost?
  • Is it reliable?
  • Is it something I really need?

Experience BrandingTM

  • Beliefs, Values, Emotions
  • How well does it match my needs?
  • How easy and obvious is it?
  • How does it make me feel?
  • How does it look?
  • What does it say about me?
This framework structures all the elements that make for great experiences, and brings complete focus of a consumer’s perception of a product or service. Thanks to Phillips Productions, Inc., Harvard Business Review and Southwest Airlines for their inspiration.
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