Are brand and experience the same thing?
Hamish Stewart, national executive creative director – experience at CHEP Network, unpacks whether the popularisation of the term ‘brand experience’ has been the right thing, and whether brand and experience are actually one and the same.
Ten years ago, Harvey Weinstein was known as a brilliant film producer, Louis CK was known as a loveable comedian, and Kevin Spacey was a celebrated actor. But as people who actually knew them started to share stories of their real behaviour, each of their careers crumbled, to differing degrees.
What people are known for in the minds of the public is often very different to the day-to-day experience of those who spend time with them.
True or not, it was often said that people loved Kevin Rudd ’til they met him and disliked Tony Abbott ’til they met him. The reputation, apparently, didn’t match the experience.
