Pillars
BrandExperience
BrandExperience
When you work with Domus Minato you get brand experience. Full stop. That is why BX is one of our pillars and gives us the tool to develop your project. Going for a Brand Experience Agency, you decide to reach your customers and your stakeholders through measures that touch the way they perceive and relate to your brand.
In 2009, three scholars, J. Josko Brakus, Bernd H. Schmitt, and Lia Zarantonello, published Brand experience: what is it? How do we measure it? And does it affect loyalty?, defining it as follows: "Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments." To the study. The fifth, relational dimension comes from Schmitt's own earlier model of experiential marketing, published in 1999: sense, feel, think, act, relate. To the study.
BX in five steps
That is the reason why we develop each project fulfilling four basic requirements plus one. Every project must provide a stimulus that is:
When the target consumes this content – let's say a launch trailer – are their senses stimulated?
Do they develop an affection for what they consume?
Do they have any intellectual gain, such as curiosity or help in solving a problem?
Does this piece of content make them actually do something?
Does it align with the community, or does it improve the sense of community around the brand?
In every step of our work, these questions are our guidelines: we approach every element of the project from each of these five perspectives. When all five are fully expressed, we can call the piece of content a tool that makes customers connect with brands.
In the end, this is what brand experience means: creating tools that truly connect you and your target in a more personal, intimate way, treating them not as cold customers but as fellows. Brand experience is, therefore, relational.
However, the job is not done yet. Good brand experience is not made only of one piece of content. It is an ecosystem.
Experiential Ecosystems
If you really want to expand the experience your customers have of your brand, only one element in your communication will not suffice. You have to look at the touchpoints where your customers meet your brand and activate the five stimuli in each of them according to the possibilities given by that unique touchpoint.
Of course, in a way that your brand is always true to itself. That is why we love to work in experiential ecosystems, where all touchpoints, platforms, and people are included in order to create memorable brand experiences.
Loyalty
And does it affect loyalty? Yes. The same study shows that brand experience strengthens satisfaction and loyalty, both directly and through the personality people associate with your brand.
Customers who experience your brand do not simply buy. They come back, they talk about you, they bring others with them. They become fans – and fans are multipliers.
That is what you get with brand experience: not just customers, but people who carry your brand further than any campaign could.
Discover our other pillars
Discover our services
We'll explore together.
Everything we build follows the same route: our Method, an Oath to the Stars.
Tell us where you are and where you want to arrive, on either side of the Italy–DACH corridor, in German, Italian or English, and we will tell you honestly whether we are the right crew for that crossing.
Our tool is our Method: an Oath to the Stars.
