As a Chicago sports fan I can easily remember a post-game interview given by Michael Jordan after a game-winning shot during a playoff game. The reporter asked what he was thinking before and during the shot. His response was “The moment is the moment.” This was of course a Zen-like response from Jordan’s many years of coaching from Phil Jackson.
I ran into a similar moment a while back when giving a presentation on branding. A participant who was planning to start a product-driven business, rather than one that is service-oriented, asked how my Branding the Experience approach applied. My answer was simply “The experience is the experience.”
Regardless of the business, customers are going to experience your brand in some way. In the case of a product, what is the overall experience in terms of look, taste, utility, value, and/or availability? In terms of distribution, if your product becomes popular, what will be the availability of the product? If it flies off the shelves can new orders be fulfilled quickly? If not, that will not only make the end-users upset but also aggravate the store owners that provide your product to the public. What is the type of experience you want for the brand of your product or business?