WHY EVERY BRAND SHOULD BE A UNIVERSE AND EVERY UNIVERSE SHOULD BE A BRAND ?

July 13th Monday 4:00 PM (CET)
New York 10:00 AM / London 3:00 PM / Hong Kong 10:00 PM
Presented By Claus Raasted

Claus Raasted has been designing extraordinary experiences for almost a quarter of a century. He is the host of the podcast "The Business of Extraordinary Experiences". He is also a prolific author, with 29 books to his name, and is currently working on "The Role Of Podcasts In Digital Marketing". Raasted also has a past in reality TV, but these days, who hasn't?

Audience:
Medium to Big Businesses

Presented By Claus Raasted

Claus Raasted has been designing extraordinary experiences for almost a quarter of a century. He is the host of the podcast "The Business of Extraordinary Experiences". He is also a prolific author, with 29 books to his name, and is currently working on "The Role Of Podcasts In Digital Marketing". Raasted also has a past in reality TV, but these days, who hasn't?

Audience:
Medium to Big Businesses

Reimagine Your Brand
You can drive a Ferrari. You can play with a Ferrari toy car. You can even visit Ferrari World in Abu Dhabi. And while Norwegian's flights are being cancelled and its fleet of aircraft is on the ground, BankNorwegian is still lending people money at high interest rates. COVID-19 has made it exceptionally apparent that brands that only engage with customers in one way are incredibly fragile. The best way to create a robust brand is to have many kinds of offerings, and the best way to do that is to create a brand universe.
"Consumers need to be aware that your brand should not only sells products and services, but you are integral to the very experience itself,"
The way Raasted sees it, no matter what industry you're in, you are now in the experience industry. For years, companies—particularly disruptive brands like Uber and Amazon—have focused on the user experience with laser-beam precision. But Raasted argues that to succeed in today's market, firms must do much more than offer great products or services. Brands need to sell experiences themselves. Whether the company specializes in audiovisual services, live events, or automotive, brands must invest in redefining the nature of experiences.

"Consumers need to be aware that your brand should not only sell products and services, but you are integral to the very experience itself," Raasted says. "Without you, there would be no experience. That's why the multi-platform nature of the story universe is essential. The more platforms in which users can engage, the better."

What are customers looking for right now? Raasted says it's not a new feature, app, or device. Customers are looking for ways to be human again.

"We all want the human experience," he points out "Every time your brand can frame something that you're selling or doing in a way that elevates human connections—that feeling of being alive and meaningful—only then do you have the chance of resonating with them."


Reimagine Your Brand
Conventional wisdom has long held that if a company wanted to become the best vendor in a category, it needed to make the better product or offer an elevated service. "If you were manufacturing speakers," Raasted opines "you needed to be louder or smoother or cheaper or more robust. It was an engineering challenge."

Whoever wins the challenge this year may lose their edge next year, though, depending on the supply chain, a new spec, or an engineering innovation.

Instead, Raasted urges leaders to forgo the rat-race mindset. "The real way to win an industry is to create it," he says. "Step out and reinvent it."
Conventional wisdom has long held that if a company wanted to become the best vendor in a category, it needed to make the better product or offer an elevated service. "If you were manufacturing speakers," Raasted opines "you needed to be louder or smoother or cheaper or more robust. It was an engineering challenge."

Whoever wins the challenge this year may lose their edge next year, though, depending on the supply chain, a new spec, or an engineering innovation.

Instead, Raasted urges leaders to forgo the rat-race mindset. "The real way to win an industry is to create it," he says. "Step out and reinvent it."