Beyond the Metrics: Redefining Brand Experience in a Data-Centric World
From the Brand Experience Redefined panel session at the Brand Experience Jam Session Dec 2024
On 5 December 2024, we hosted our inaugural Brand Experience Event, a milestone I’ve been envisioning with Heidi Ahlefeldt-Laurvig for the last two to three years. Hosted in partnership with www.twentythree.com, the event took place in the heart of Copenhagen on the chilly evening of December 5th. Despite the cold, the room was filled to capacity, a testament to the industry’s hunger for thought leadership on this critical topic. By the evening’s end, it was clear: this was the highest-rated Brand Leadership Community (BLC) event to date, as voted by the attendees.
This panel session Brand Experience Event explored the future of brand experience in a high inflation economy, and argues the dangers on overfocusing on price.
The event brought together a passionate group of highly experienced professionals to discuss a subject that has never been more pertinent—how to redefine brand experience in a world increasingly driven by data. From my perspective as both host and panel moderator, the insights shared underscored a shift that has been years in the making: the need to move beyond surface-level metrics and focus on creating meaningful, long-term connections between brands and their customers.
The Shift from Performance Marketing to Brand Equity
For years, performance marketing has dominated strategies, emphasising quick wins and immediate returns. While undeniably effective in short-term scenarios, this focus has often come at the expense of brand equity. As I noted in my opening remarks, we’re at a pivotal moment where brands are realising the limitations of this approach. Inventories are becoming more expensive and less effective, and consumers are growing increasingly skeptical of shallow marketing tactics.
Heidi’s reflections on her work at CS Medica epitomised this shift. By transitioning from a traditional pharmaceutical approach to a B2B2C model, Heidi’s team turned marketing into a revenue stream rather than an expense. Their strategy? Equip partners with market knowledge and resources while letting them drive the sales. This innovative approach exemplifies the essence of modern brand experience: leveraging data, insights, and partnerships to build relationships that are both meaningful and sustainable.
The Power of Community and Retention
Carsten Rose Lundberg of the Danish Chamber of Commerce brought another essential dimension to the conversation. In his role, Carsten focuses on retention within a subscription-based model, underscoring that keeping customers engaged and satisfied is more impactful than acquisition alone. “Retention is a lot more important than acquisition,” he emphasised, adding that a thriving community can organically drive growth and advocacy.
This sentiment aligns perfectly with the ethos of the Brand Leadership Community. As I’ve seen firsthand, creating an environment where professionals feel valued fosters loyalty and amplifies the community’s influence.
Balancing Technology and Human Intuition
Technology—particularly AI—has become a double-edged sword in the branding world. Jacob Lungbye, founder of Product Minds, highlighted this tension with a compelling discussion on AI’s potential to enhance workflows in publishing. His company’s tools automate repetitive tasks, freeing up time for journalists to focus on storytelling. However, Jacob was quick to caution against over-reliance on AI, noting that human intervention remains essential for ethical and effective outcomes.
This balance between automation and intuition is a recurring theme in modern branding. While data and AI can provide incredible insights, it is the human touch that ultimately creates trust and emotional connection.
The Price-Value Debate
One of the most spirited discussions of the evening revolved around the role of price in brand perception. Panelists debated whether price alone can drive preference or if it risks eroding brand equity over time. Drawing on my own experience, I shared a case from my AC Nielsen days, where we found that excessive price cuts on premium products actually diminished sales by undermining consumer trust in the product’s quality.
The consensus was clear: price is an attribute of brand experience, but it should never be the sole driver. Brands must instead focus on perceived value, ensuring that every interaction—whether in-store or online—reinforces their positioning.
Redefining Brand Experience for the Future
As the session drew to a close, one key takeaway emerged: the future of branding lies in its ability to adapt. Whether through innovative business models, community engagement, or the ethical use of technology, brands must move beyond metrics to focus on deeper, more authentic connections.
The success of this first Brand Experience Event reaffirms my belief in the power of collaboration and shared insights. By bringing together industry leaders to discuss these challenges and opportunities, we’re not just redefining brand experience—we’re setting the stage for a new era of thoughtful, human-centered branding.
And this is just the beginning.
Tips for Brand Professionals
- Prioritise Brand Equity Over Short-Term Gains
Shift your focus from performance marketing to building lasting brand equity. Consumers value meaningful, long-term connections over transactional interactions, making loyalty a cornerstone of successful branding. - Embrace Community Engagement
Retention and community building are more impactful than acquisition. Fostering an environment where customers and professionals feel valued can amplify advocacy and drive organic growth. - Leverage Data with a Human-Centric Approach
While data and AI can offer powerful insights and streamline processes, the human touch is essential for creating trust and emotional connections with your audience. - Balance Price with Perceived Value
Avoid relying solely on price competition, which can erode brand equity over time. Instead, focus on delivering perceived value and ensuring that every customer interaction strengthens your brand’s reputation. - Adapt to Evolving Consumer Expectations
Experiment, innovate, and remain flexible to stay ahead in a rapidly changing market. Brands that challenge conventions and blend intuition with data-driven insights will lead the way in creating compelling experiences.
Heidi Ahlefeldt-Laurvig
Carsten Rose Lundberg
