Brand architecture & brand experience - A marketing marriage made in heaven!

EXP - Africa's Largest wholly owned Marketing Agency and vibrant young new Brand Agency Berge Farrell have launched a Joint Venture into Africa that can only bode well for Brands across the continent.
"What Exp offers is a Continental Learning Curve" says Regional Director Gareth Jones "We have operated in this burgeoning (if challenging) market for 12 successful years and have the resources, infrastructure and a huge international client base to offer the JV" says Jones

"Exp is able to Activate Demand for Brands by connecting with consumers and deepening the consumers' relationship with the brand, bringing the brand to life. Likewise Berge Farrell connects with consumers and brings the brand to life via dynamic design, albeit in a different way from a sensory perspective." says Exp CEO Ron Boon. "Berge Farrell is a vibrant young Brand Agency that has expertise, innovation and passion, fundamentals that are similarly an essential element of the Exp team. Brand Design and Iconography has become a crucial part of the Marketing Mix, as is Experiential Marketing. The shared passion for the defined category and the similar business objectives and values made enormous sense, leading to a joint venture between the two companies."

From a Brand Iconography perspective, there can be little doubt that a dynamic and creative design draws consumers to the brand and impacts on sales. Some interesting market research conducted on the impact of experiential marketing on traditional media types showed that an effective experiential marketing campaign adds significant value to the reach and effectiveness of a classical media campaign. Independent research conducted for one of South Africa's best known brands (before and after an experiential campaign) reflected a 60% increase in awareness and content of outdoor advertising and the message conveyed by that advertising, a 29% increase for TV and a 9% increase for radio. In the case of radio, the increased awareness after exposure to the experiential campaign was affected off an already impressive 85% awareness level.

What makes this research even more impressive is the fact that it was not conducted (as most advertising recall research is) on a day-after or week-after contact basis, but 6 weeks to 3 months after the experiential activation took place! Add this to improved Brand Design and Iconography and the sky must surely be the limit!

Exp is now in a position to offer the full gamut of Brand Experience which incorporates everything from the tactile Design and Brand DNA to Consumer and Brand Experience at a local country level - all within an African context.

Clients already contracted by Berge Farrell include companies such as SABMiller, Woolworths and Appletiser. This client base will no doubt show significant growth across the African continent over the coming months.

Brand parity across the continent has traditionally been a challenge to Brand Offices, but this relationship is a one-stop solution for multinationals.

Consumers in Africa are about to be confronted by an even more effective and magnetic market force!
28 Aug 2005 09:27

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