A Framework to Bridge the Gap Between Brand & Experience

Bridging the space between brand strategy and brand experience requires us to understand the interplay of values and emotions. Values define difference at the core and emotions define what we want people to feel in an experience. As brand builders, we are guilty of interpreting experience without a taxonomy, often reinventing the wheel with each new project. I recently was inspired by a podcast on Martha Nussbaum as a potential to build on Milton Rokeach's powerful work on people's identity.

Milton Rokeach, an American social psychologist active mainly from the 1950s through the 1980s, introduced a comprehensive framework for understanding human values and beliefs. His seminal work, "The Nature of Human Values" (1973), explores the concept of terminal and instrumental values, laying the groundwork for how values influence decision-making and people's identity. Rokeach's theory posits that while individuals may share common values, the priority given to each value varies greatly, shaping people's perspectives, community affiliations, and brand preferences.

Martha Nussbaum, an influential American philosopher who has been active from the late 20th century to the present, complements Rokeach's values framework with her exploration of emotions. Nussbaum argues that emotions are not mere reactions but pivotal to understanding our values and guiding our interactions with the world. Her work, particularly from the 1990s onwards, emphasizes emotions as critical lenses through which we engage with our values, offering a profound bridge between personal identity and experience.

Leveraging positive emotional opportunities to create experiences with emotional peaks enriches engagement and memory retention, as per Daniel Kahneman's insights. Focusing on moments of heightened joy or satisfaction ensures that these peak experiences stand out, fostering stronger, more memorable connections between consumers and brands. This approach not only enhances satisfaction but also solidifies long-term brand loyalty.

Understanding negative emotion opportunities allows brands to position themselves as heroes in their target audience's journeys, moving past limitations of fear-based marketing, including the prevalent tactic of exploiting Fear of Missing Out (FOMO). By addressing negative emotions such as anxiety, frustration, or fear in a constructive manner, brands can demonstrate empathy and offer genuine solutions, thereby deepening trust and loyalty.

This approach transforms potential vulnerabilities into strengths, showcasing the brand's commitment to addressing real consumer concerns and enhancing well-being. Instead of compelling action through fear or scarcity, this strategy focuses on empowerment, support, and positive change, aligning brand values with the aspirations and needs of the audience.

Look at the way Starbucks Reserve Roastery leverages the terminal value of A World of Beauty by crafting an environment that emphasizes the aesthetic and sensory pleasures of coffee. This immersive experience taps into emotions of Joy and Admiration, as highlighted by Martha Nussbaum, by creating a space where customers not only appreciate the quality of the coffee but also the beauty of its preparation and presentation.

Accenture consultants embody Accomplishment, a key value in Rokeach’s framework, by empowering clients with innovative solutions that inspire empowerment. This approach resonates with Nussbaum’s theory on the importance of emotions in guiding our interactions, ensuring clients feel a profound sense of Fulfilment.

Hilton Hotels aligns with Rokeach's value of Comfort, ensuring guests experience a sense of safety and belonging. This commitment to creating a “home away from home” atmosphere evokes feelings of Contentment and security, echoing Nussbaum’s emphasis on emotional resonance in value-driven experiences. Hilton’s dedication to guest comfort strengthens its brand difference, fostering a deep emotional connection with its customers.

These examples highlight the practical application of Rokeach and Nussbaum’s theories, illustrating the potency of aligning brand values with consumer emotions to create deeply resonant experiences.

In essence, the pathway from brand identity to consumer experience, illuminated by the insights of Rokeach and Nussbaum, offers brands a blueprint for engaging consumers on a more profound level. Bringing these two great thinkers together in a single frame demands more than just understanding what people want; it requires a deep dive into the why, leveraging the emotional and value-driven dimensions of behavior to build differentiated brands through memorable experiences.