In 1999, Pine & Gilmore presented their Brand Experience Model. The model shows the relationship between the addition of experiences on products and services and successful branding. The theory is that an experience contributes to a positive internal and external brand experience. A positive brand experience contributes to the top-of-mind position of the brand, so people know and trust the brand.
The goal of immersive and absorptive experiences is to create a positive brand that consumers value and perceive to be delivering on their promises. By accompanying their products and services by educational and entertainment experiences, business can differentiate their offerings from competitors. This increases performance and profitability.
The Brand Experience Model
The matrix classifies experience into four domains, termed the ‘4ES’ that can contribute to strengthening a brand experience. These domains are placed on a matrix divided by an active-passive involvement axis and absorption-immersion dimensions axis that together produce quadrants. The four domains are:
The consumer passively observes activities performed by others. The consumer absorbs and is therefor not part of the activities. Example: a bakery enables a customer to learn about the production of decorated cookies by watching and then trying decoration techniques.
The consumer actively participates through interactive engagement of one’s mind or body. The consumer absorbs and by doing so increases skills and knowledge. Example: a victorian garden of a bed and breakfast enraptures guests with colors, scents and textures.
The consumer passively appreciates and does not alter the nature of the environment. The consumer is immersed in or surrounded by the environment. Example: local farmers draw tourists through sponsored piglet races at a town festival.
The consumer actively participates in events or activities. He is immersed in an actual or virtual environment. The consumer is een active actor or participant in events or activities. Example: a café enables local residents to be a guest chef for an evening, by creating their signature dish for clientele.
By using these strategies in the Brand Experience Model for brand experience, these actions will set out the brand against competition.