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Changing the Marcom Mindset (part III) – Experiences and Interactivity

January 13, 2010

So if brands are experiences, shouldn’t we understand the basic things that determine whether an experience is good or not?

What experiences are made of

Extraordinary experiences usually have two qualities: 1) they’re interactive and 2) they provide pleasure or meaning.

Almost every brand I can think of offers some element of interactivity. Consumers USE most products and services, so it stands to reason brands are interactive. The quality of the interactive experience is also important.

Most products and services also have a sensorial element. You can see them, taste them, smell them, touch them, or hear them. Interactivity that involves more than one of our senses can be very powerful.

Nathan ShedroffWhat is interactivity?

In the mid ‘90s Nathan Shedroff diagrammed an interactivity continuum. It does a great job of illustrating the factors that make something interactive. This continuum can be used to analyze different types of media, but also evaluate almost any human activity. High levels of interactivity plotted on the right and low levels on the left.

You can even use this scale to analyze how one brand stacks up against another. In almost every case, brands that provide higher levels of interactivity are more successful than their counterparts.

Some brands can even create interactivity that results in a flow experience, such as video games, adventure vacations, and toys.

Next time: Meaning, Pleasure, and Intensity

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