Bob Knorpp from The BeanCast: Experiences are the heart of branding

Bob Knorpp is a Producer and Host of the marketing podcast The BeanCast, and also teaches this field at NYU. For him “brands have lost sight of the importance of creating emotional connection with audiences.” “The ad’s purpose is mostly to reinforce and build upon an existing experience. The ad concept often ignores a crucial step of the branding process, which is to craft personal, shareable experiences with our products that nurture and grow lasting affection for our brand” he explained. “Experiences are the heart of branding.” For Knorpp, focusing only on clever campaigns is not the same as building a heart-based relationship with the client. “Clever ads are quickly forgotten.” “When you add something for people to see, hear, taste and do at the forefront of your messaging, you are creating a positive memory that is much more powerful than an ad alone. It becomes a moment in time that participants will enthusiastically remember and talk about. If it’s a heart-felt connection to your brand that will make consumers more receptive to your messaging every time they see your ads in the future” he highlighted. For Knorpp, even though some brands are universally known, the other 99% has the challenge to test its experiences on international markets.