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  • Experience On-the-Screen Experience On-the-Pack: Art & Science of Integrated Brand Experience (IBX)

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    Hồ Gia Hoàng
    135 views3 pages
    This document discusses integrated brand experience (IBX) and the importance of experience marketing across different touchpoints. It outlines how brands can create meaningful experiences for consumers on screens through compelling content, in physical retail environments through convenient product selection and interactions, and during consumption occasions through motivational triggers and habit-forming rewards. The goal is to use art and science across online and offline channels to build brand engagement at each stage of the customer journey.

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    Coke IMC Model

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    This document discusses integrated brand experience (IBX) and the importance of experience marketing across different touchpoints. It outlines how brands can create meaningful experiences for consumers on screens through compelling content, in physical retail environments through convenient product selection and interactions, and during consumption occasions through motivational triggers and habit-forming rewards. The goal is to use art and science across online and offline channels to build brand engagement at each stage of the customer journey.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    135 views3 pages

    Experience On-the-Screen Experience On-the-Pack: Art & Science of Integrated Brand Experience (IBX)

    Uploaded by

    Hồ Gia Hoàng
    This document discusses integrated brand experience (IBX) and the importance of experience marketing across different touchpoints. It outlines how brands can create meaningful experiences for consumers on screens through compelling content, in physical retail environments through convenient product selection and interactions, and during consumption occasions through motivational triggers and habit-forming rewards. The goal is to use art and science across online and offline channels to build brand engagement at each stage of the customer journey.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 3

    IMC in Experience Age

    Art & Science of Integrated Brand Experience (IBX).

    Experience Experience
    On-the-Screen CX & UX On-the-Pack
    Brand Edge
    X
    Disruptive
    Technology
    X
    Meaningful Design

    Experience Experience
    On-the-Shelf On-the-Occasion

    Classified - Confidential
    As at 10 May 2018
    IMC in Experience Age
    Art & Science of Integrated Brand Experience (IBX).
    Experience Content
    Experience
    Aesthetical Codes
    On-the-Screen Bite Size
    Snackable Shape On-the-Pack
    Fine Meal Size
    Branding
    Marketplace Overall Stopping Power
    Triggers
    Ease of buying
    CX & UX Convincing Codes
    RTB
    Rewards Brand Edge Closing Power
    X Credibility
    Disruptive
    Technology
    Shopper X Sampling
    Stopping Power Meaningful Design Brand-Edge in action
    Brand EDGE messaging Perfect ‘Drinking Moment’
    Call to Action

    Habit Hooks
    Experience Retail
    Effortless Selection Motivation Experience
    Ability
    On-the-Shelf Convenient Interface
    Closing Power Trigger On-the-Occasion
    Classified - Confidential
    As at 10 May 2018
    IMC in Experience Age
    Art & Science of Integrated Brand Experience (IBX).
    Experience Content
    Experience
    Aesthetical Codes
    On-the-Screen Bite Size
    Snackable
    Lean-back-stories Customization Shape On-the-Pack
    Fine Meal Size
    Limited Branding
    Lean-forward-content
    Edition Overall Stopping Power
    Marketplace On-the-go format
    Triggers
    Ease of buying Spark – Spread – Stick
    GIFs CX & UX Product Edge
    Convincing Codes
    RTB
    Rewards Rewards & Coupons Unique Ingredient
    Brand Edge Closing Power
    Gamification story
    X Chatbot Credibility
    Disruptive
    Pack-Price & Edge Technology Grab / Uber /Go-Jak
    Shopper X Partnership Sampling
    Stopping Power Combo Pack Meaningful Design Brand-Edge in action
    Brand EDGE messaging Try & Tell Perfect ‘Drinking Moment’
    Call to Action Scan & Win Sampling
    Experience-the-Moment
    NFC Pop-Up
    VR & AR
    Habit Hooks
    Experience Retail
    Effortless Selection
    Smart
    Cooler
    Motivation Experience
    Ability
    On-the-Shelf Convenient Interface
    Closing Power
    Interaction
    Trigger On-the-Occasion
    Classified - Confidential
    As at 10 May 2018

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