7 MORE FUNCTIONAL MORE EMOTIONAL K O O B THE TOTAL BRAND EXPERIENCE Y A PL CE N PRIORITY THREE: FOCUS ON E I PER X E D BRAND-BUILDING AND CULTURE N A R B E H T Ask yourself: Leaders of the pack - Do customers want new, unique or exclusive experiences or opportunities? Coca-Cola adidas Duolingo - Are they looking for entertainment? Coke Studio hosts immersive music adidas Community is an education duolingo Podcast, part of - Is your brand an important part of the experiences across the UK and platform that enables the brand to Duolingo Labs, offers multilingual customer’s lifestyle? Europe, featuring breakthrough play a larger role in people’s lives, cultural content and stories global artists and bringing together offering exclusive courses and to support language learning Provide unique and exclusive experiences communities of music lovers. mentorships to consumers; in in its through entertainment. and opportunities, and open up a world words, it creates words, it creates of entertainment for consumers. Brands “opportunity, access and impact playing in this space are breaking away for the next generation of pioneers from the product experience, encouraging and rulebreakers”. creativity and embedding brand into a wider cultural phenomenon.