A brand was long primarily a promise.

A name.

A logo.

A claim.

Today we encounter brands in many more places.

In film.

In the store.

On LinkedIn.

In customer service.

On social media.

At events.

In products.

And in conversations.

Each of these encounters tells something.

And that is exactly why brand is increasingly becoming an experience.

Not in the sense of a spectacular event.

But quite simply:

What does it feel like to deal with this brand?

A good film can create that feeling.

A good product can confirm it.

Bad customer service can destroy it in three seconds.

Brand management thereby becomes less and less about crafting individual messages.

And more and more about shaping experiences.

That also changes the role of storytelling.

A good story does not only have to tell who a brand is.

It has to create a feeling that people take with them.

Because in the end, we rarely remember the claim.

We remember how something felt.

#frischebrise|