How Brands Can Navigate the Consumer Experience Economy
In 2013, Internet of Things expert and noted author, Brian Solis, released his book, What’s the Future of Business? In it, Solis wrote that the future of business comes down to relevance and the ability to understand how technology affects consumers’ decision-making processes. In my 2013 PSFK interview, I wrote that consumers not only expect great brand experiences, but that they also believe they’re entitled to them. Experiences are now directly tied to aspiration and intention, and creativity and technology are merely the enablers.
TV personality Nate Berkus has become one the most influential figures in modern interior design. From his early start with Oprah Winfrey that grew into multi-year home decor collaborations with retailers such as Target and Linens ‘n Things, Berkus has become an adored household name. Berkus is now serving as the artistic advisor for LG Studio, a collection of high-end kitchen appliances that take food storage, cooking and home life preparation to a new level via advanced technological integrations.
Over the years, glamping has become a huge trend in design and business. Glamping is a term derived from the words “glamorous” and “camping.” The goal of this new cultural trend is to create the ultimate travel experiences while exploring the world. Glamping has spawned AirBnB-like home sharing sites like Glamping.com and GlampingHub.com, and has become big e-commerce business for retailers like Grass Haven Outdoor.
Jill Ohanneson has become one of Hollywood’s most influential costume designers and stylists. From her early work on Bill and Ted’s Excellent Adventure to Roswell, 40 Days and Nights to ABC’s REVENGE, Jill has seen the start of many of Hollywood’s hottest careers. One could even say she designed them!
Cultural relevancy to a brand’s customer base is challenging as the consumer trend of multi-brand loyalty continues its upswing with the advent of omni-channel retail. For heritage brands, this is especially challenging. It’s one that Original Penguin faced in 2013. In order to address it, newly appointed vice president of marketing, James Ha, decided to start from the ground up. Continue Reading