Enhance the Experience
1. Identify Space 2. Fill Space 3. Refine Space 4. Innovate
The spaces between them are what define brands, and those spaces are incredibly flexible and malleable. This may be a surprise to some. It’s not to us. In those spaces are critical user experiences. Brands have great opportunities to co-create consumer experiences, but those spaces often go unexplored.
Beyond the first moment of truth at retail, there can be many second moments of truth (yes, many!) as consumers engage with both package and product. The goal is emotional satisfaction—or delight—at each and every turn. When expanding or refining user experiences, of course, the function must relate back to a central brand proposition. And finally, new innovations must meet practical demands of production systems, filling speeds, and technical integration.
Brands that achieve these ideal moments, by exceeding consumer expectations with appropriate stimuli and well thought out touch points, can realize significant market gains. The more a brand addresses the unmet and often unconscious needs of the consumer, the more value the consumer perceives. But value needs to be effectively communicated to users through physical and sensory associations that excite, delight, and inform. These are the essential ingredients to create fulfilling user experiences and maximize the potential of the space… Between Products and People.®