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Branding

Great Brand Experience: Intro Post.


“A brand that captures your mind gains behavior.  A brand that captures your heart gains commitment.”  Kent Huffman

What do Disney, Apple, Coca-Cola, Virgin Airlines and Lululemon all have in common?  Even if you happened to glance over the title of this column, you would probably, intuitively, think that they’re all great companies.

But dig deeper for a second. What makes them great?  Yes they have millions, if not billions, of dollars in revenue per year, advertising campaigns that span the globe, and a work-force the size of a small army.  But so do a lot of other companies.  So what exactly is it?

The reason you probably thought of them all as great companies goes much deeper than stock price, balance sheet or marketing budget.  It’s the way these brands make you feel.  Whether it’s fond memory from your childhood, a sense of luxury or prestige, a feeling of awe as you open up the package, or a moment of Zen, they each create something intangible that makes you forget about (or at least lets you justify) how much you spent.

Wouldn’t it be great if you could create the same experience for your customers?

“Great Branding Experiences” is a series of blog posts aimed at identifying the intangible connection that successful brands are able to forge at various points within the product/service interaction, then identify some key takeaways that you can apply in your business so you can start creating those same, emotional experiences for your customers or clients.  We hope you enjoy!

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Paul Arterburn is a Co-founder and the Head of Product at Brandfolder, a Techstars Boulder 2013 company. In this capacity, Paul is responsible for overall product vision and execution. This includes managing the development and design processes, constructing and executing the product roadmap, and deploying code daily. Paul is nearing the magic 10,000 hour mark of coding through the dedication of learning 15 different coding languages over the past 15 years. Daring and scrappy, Paul is ready to leave the Web better than he found it: this is what drove him to found Brandfolder. Me in 3: • Movies people can’t believe I don’t like: Star Trek and Star Wars. • My secret talent: As a songwriter my first songs at age 16 were about all girls, and my latest about just one - my fiancé. • My first invention: A wrestling move dubbed 'The Bob Dole' still used across the state of Nebraska today.

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