Understanding your brand is one thing, translating the brand into an effective message is another thing, but understanding your brand from the audience’s point of view is an entirely different conversation. User experience has been a huge topic for the past few months, with the changing face of advertising from ‘customers’ to ‘fans,’ and Google’s focus shifting from quantifiable analytics to ‘behavior metrics,’ the way a user experiences a brand is insanely important. It’s no longer about just translating a message effectively to promote product purchases; it’s about creating relationships based upon the experience that the audience associates with your brand.
Talk to any Scottsdale advertising professional and they’ll tell you that having a creative brand message with innovative advertising tactics is useless if it doesn’t serve the user’s needs or solve the user’s problem with a targeted solution.
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