" Human Experience is the means of Advertising"
- Marketers should think, "what does this ad DO for the consumers?"
- Advertisements need to be welcomed and valued to be successful.
Human Experience : The Public Sphere
Four Principles They are relevant in context
They help people reach personal objective
They are branded interventions
They provide engaging, refreshing or compelling experiences.
Human Experience: The social sphere
Four Principles Be Relevant in context
Align with social goals of customer
Address their social needs
Facilitate interaction between people
Human Experience : The Tribal Sphere
Four Principles Suit the character and values of those customers involved.
Address desire for identity, self expression and membership
Empower the customer
Provide a social signal or status marker
Human Experience: The Psychological Sphere
Four principles
Seek to create habits
Guide to Cognition
Connect a brand with mood or an emotion
Use language to establish a cognitive beachhead for a brand