Building Brand experience
The purpose of the project is based on...
finding a brands meaningful reason for existence, in this case the company Guinness. Knowledge about the consumer were uncovered, using both current insight and future foresight.
If brands want to survive in our fast paced world, they need to find new ways to show up in the lives of global consumers. These consumers value access over ownership, fluidity over stability, experiences over goods, immediacy over quality, and value over status. Brands need to start focus on experiences, not only static marketing strategies.
Ecosystem Analysis
Conducting a STEEP as well as an ecosystem analysis helped to understand the brands current and future system. By examining cycles, trends, emerging issues and wild cards that have already had, or could potentially have a big impact on any significant social, technological, economic, environmental and political forces a insightful ecosystem map was created.
Future brand identity
MAIN TAKE-AWAYS
Trendspotting + future foresight
Brand analysis
Identifying socio-cultural trends + behavior
Unique experiences
Purpose + real impact
User interaction