TBJA 273 The Value Of Brand Experience, Alder Yarrow

The Value Of Brand Experience, Alder Yarrow, TBJApodcast 273
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The experience is the brand. Your brand is what your customers say it is. Alder Yarrow is a Chief Experience Officer. He shares his top tips on the value of brand experience.

Alder Yarrow has more than 18 years of experience designing customer experiences for Fortune 1000 clients around the world. As Cibo’s CXO, Alder leads and directs the company’s customer experience design practice and all client projects that involve these services. He is a leading practitioner of interaction design and an expert facilitator, and often serves as a trusted advisor to Cibo client executives on customer experience strategy.

He has worked with a wide array of brands including Hewlett-Packard, Cisco Systems, Google, Twitter, YouTube, The Home Depot, Rand McNally, Patagonia, Virgin Music, Gymboree, Starwood Resorts, Franklin Templeton, and Eaton Vance. Prior to joining Cibo, Alder spent nearly 5 years as a director at SapientNitro in Tokyo and San Francisco, and 9 years running HYDRANT, a customer experience design firm he founded with our Chief Design Officer, Bob.

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Icebreaker
When I’m not designing brand experiences I run the world’s leading wine blog, where I’ve written about wine daily for 12 years and become minorly famous as a wine writer and critic. Vinography.com

Think Like A Journalist Quote
True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people. –Adam Chmielowski, Flamingo

Success Tip
Ruin your customers provide them with experience is so good, helpful, and meaningful so that when they look around nothing else compares to what your brand offers.

Career Highlight
Alder started a web design company after college. Designing the website, customer experience, and operations of celebrity businessman, George Zimmer’s online tuxedo rental business.

When It Didn’t Work! cutout…blip and frankly….[12:57]
[11:48]…The low lights …i just can’t satisfy the …they don’t like the website…W

The Value Of Brand Experience

The experience is the brand. Your brand is what your customers say it is. The sum total of your customers’ experiences interacting with you.

  1. Who are your customers? What do they value? What do they care about?
  2. What is your brand touchstone: why does your brand exist?
  3. Use experience mapping.
  4. How can you create a long-term customer relationship of value?
  5. Are you producing customer pleasure or customer pain?
  6. Subaru Asia “Unpark Your Life”

Multimedia Resource
Laptop

Book
Rainbows End, Vernor Vigne

Contact

Twitter @Vinography

Cibo website

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About The Author

Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at ThinkLikeAJournalist.com

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