Brand experience point to strengthen a brand
Posted: Mon Jan 06, 2025 8:02 am
From your perspective Barbi, what is the difference between brand experience and consumer experience?
The brand experience point (BXP) is a common currency created to measure the accumulation of encounters generated by the brand and the consumer, having a touch point as a transmitter, for example, in the morning when you get up and turn on the TV you see an Elvive commercial, you take a shower and pick up the product, in the car the Elvive commercial plays on the radio, you probably pass by a panel of the brand, you arrive at the office and hear a conversation with someone telling how well the product went.
All these micromoments are encounters between the consumer and the brand generated by different touch points; the sum of these encounters are the Brand Experience Points.
Each brand generates a certain amount of BXP in a category and these are what help me build a brand , a construction necessary to reach the next level, building Market Share. It is at this moment, when the consumer decides to buy your product, where the consumer experience is generated, where other execution variables are also involved, such as the purchasing space, the dynamics on the shelf, the presence/display of the product, the use and result of the product itself, the quality vs. price ratio, among other variables.
I invite you to learn more about brand experience .
Finally, what advice would you give to marketers who want to create uganda phone number a lasting impression in the minds of their consumers?
As important as the message is the messenger, a clear, impactful message that engages at the level of concept and design is very important, but so is the point of contact through which you seek to reach your consumer, that is, which touch points are chosen to build your communication mix.
Remember that a point of contact is a seller of your brand and like any seller, they can be good or not. A good seller can strengthen your message, help you build your brand and increase your market share. On the contrary, a bad seller will weaken your message and, in addition to not helping you build market share, will allocate budget to something that does not contribute to your brand.
Many thanks to Bárbara Lecaros and your entire Consumer and Market Insights team at L'Oréal for giving us a little of your time to conduct this interview . Without a doubt, these insights will not only be of great help to us when we want to strengthen a brand, but they will also give us a broader view of the consumer experience.
The brand experience point (BXP) is a common currency created to measure the accumulation of encounters generated by the brand and the consumer, having a touch point as a transmitter, for example, in the morning when you get up and turn on the TV you see an Elvive commercial, you take a shower and pick up the product, in the car the Elvive commercial plays on the radio, you probably pass by a panel of the brand, you arrive at the office and hear a conversation with someone telling how well the product went.
All these micromoments are encounters between the consumer and the brand generated by different touch points; the sum of these encounters are the Brand Experience Points.
Each brand generates a certain amount of BXP in a category and these are what help me build a brand , a construction necessary to reach the next level, building Market Share. It is at this moment, when the consumer decides to buy your product, where the consumer experience is generated, where other execution variables are also involved, such as the purchasing space, the dynamics on the shelf, the presence/display of the product, the use and result of the product itself, the quality vs. price ratio, among other variables.
I invite you to learn more about brand experience .
Finally, what advice would you give to marketers who want to create uganda phone number a lasting impression in the minds of their consumers?
As important as the message is the messenger, a clear, impactful message that engages at the level of concept and design is very important, but so is the point of contact through which you seek to reach your consumer, that is, which touch points are chosen to build your communication mix.
Remember that a point of contact is a seller of your brand and like any seller, they can be good or not. A good seller can strengthen your message, help you build your brand and increase your market share. On the contrary, a bad seller will weaken your message and, in addition to not helping you build market share, will allocate budget to something that does not contribute to your brand.
Many thanks to Bárbara Lecaros and your entire Consumer and Market Insights team at L'Oréal for giving us a little of your time to conduct this interview . Without a doubt, these insights will not only be of great help to us when we want to strengthen a brand, but they will also give us a broader view of the consumer experience.