9 K O O B D OES ‘TOTAL’ NEED TO BE Y A PL CE N FUNCTIONAL AND EMOTIONAL? E I PER X E D N A R B E H T Brands with fewer barriers to entry and wider Brand experience as a relationship builder global appeal are more inclined to tap into Brands need to understand the needs and desires emotional needs, while those that require of their consumers, while consumers should have an appreciation of the role the brand is playing in user knowledge to fully harness product their lives, their communities and in the wider world. benefits are offering more functional total The total brand experience is a vehicle to nurture this brand experiences. relationship, hero the brand’s personality and ethos, and turn customers into lifelong brand advocates. Variations on community and enhanced technical demonstrations are driving brands like Dyson to support consumers to get more out of their products and services. Others go further by tapping into the wider world of their CONSUMERS SHOULD HAVE AN consumers’ lives, while more sophisticated operators like APPRECIATION OF THE ROLE THE Pampers are designing holistic total brand experiences that stretch across both functional and emotional needs BRAND IS PLAYING IN THEIR to play a larger role in people’s lives. LIVES, THEIR COMMUNITIES Meanwhile, brands like adidas are capitalising on the AND IN THE WIDER WORLD. opportunities of brand experience to create their own cultural movements, driving their brand purpose to provide unconventional and differentiated engagement that brings people together and provides a sense of belonging.