Brand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxing
PrincipleBrand & Creativity
Brand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxing
If we think of a brand as a promise, experience is the moment it comes true. Brand experience is any way someone interacts with a brand - the hello at the end of the phone, the swipe of an app, the unboxing, the fragrance of the hotel lobby.
Source
Be Distinctive Everywhere: The Experience Edition 2026 - Jones Knowles Ritchie x Kantar (2026)
Jones Knowles Ritchie (JKR) x Kantar
p. 10; JKR x Kantar, Be Distinctive Everywhere: The Experience Edition
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StatWhere brand equity is actually builtStatImproving customer experience makes a brand 2.5x more likely to significantly grow market shareStatDistinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatMeaningful Difference accounts for 94% of a brand's pricing powerStatA shared belief gives brands 9x higher volume share, 2x higher price paid, and 4x greater odds of growing value shareStatAffinity nearly doubles repeat purchaseStatConsistency compounds into growthStatThe most distinctive brands more than doubled the growthStatOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loopPrincipleDistinctive experiences are Effective, Unique and Empathetic