Recently, I had the privilege of interviewing an extraordinary guest on the On Branding Podcast: Alan Adamson.

Alan is a renowned branding expert with an impressive track record, having worked with global industry giants like Ogilvy Mather, Landor Associates, and brands like Accenture, Johnson & Johnson, FedEx, HBO, Marriott, Sony, and Verizon. Alan has authored several books on branding, and in our recent discussion, we focused on his latest work, "Seeing the How"

Introduction to Alan Adamson

During our conversation, Alan introduced us to a refreshing perspective on branding—experience disruption. Traditionally, brands have concentrated on product innovation, aiming to create superior products. However, Alan argues that experience disruption should be our focal point. Gone are the days when differentiating products was enough. Today, the experiences surrounding those products hold the power to truly differentiate brands.

The Shift to Experience Disruption

Alan explained that for years, marketers focused on enhancing product features—making batteries last longer, phones more efficient, or soap more fragrant. But in a market where products quickly become indistinguishable, it's time to zoom out. Instead of solely concentrating on the product, brands should focus on creating an ecosystem that makes the ownership, usage, and purchase experience more appealing.

One memorable example Alan shared was Apple's iPhone. While undeniably a great product, its true value lies in the support experience offered at Apple Stores. If you run into an issue, expert help is available face-to-face, creating a seamless service experience that enhances the value of the product itself.

Examples of Experience Disruption in Action

We can't discuss experience disruption without highlighting examples like Uber, Airbnb, and Netflix. Alan also shared a fascinating story from the auto repair industry. Traditionally, customers relied on mechanics to explain car issues. Now, some auto repair services send customers video footage of their vehicle's problems, transforming the experience by offering transparency and building trust.

The Importance of Focus

Alan emphasized the significance of identifying key pain points and addressing them creatively. A great example he shared was the Brooklyn Dumpling Shop, a restaurant that redefined the ordering experience. By allowing customers to order via their phones and collect food from heated lockers, the restaurant enhanced convenience and eliminated unnecessary interactions.

Calendly is another example, revolutionizing calendars by solving scheduling pain points. Instead of back-and-forth emails, the tool allows easy scheduling changes, focusing on the actual problem users face.

Seeing Like a Concierge

Alan introduced the "See Like a Concierge" lens from his book, urging brands to go beyond adequate customer service. Extraordinary experiences are what prompt customers to share their stories. Just as hotel concierge staff anticipate unspoken needs, brands should strive to surpass customer expectations and foster positive word-of-mouth.

The Role of Diverse Perspectives

Our conversation also touched on the importance of diverse perspectives in innovation. By bringing fresh eyes into the team, brands can avoid becoming entrenched in outdated methods and open the door to new possibilities. Alan stressed that great branding requires reimagining standard practices to create unique experiences that stand out.

Advice for Entrepreneurs and Executives

Wrapping up our discussion, Alan offered valuable advice for entrepreneurs and executives. He encouraged staying curious, stepping outside of comfort zones, and being attentive to the world around us. Exposing ourselves to diverse influences can spark fresh ideas, granting us a head start in executing innovative experiences effectively.

In conclusion, Alan Adamson's insights on experience disruption call for a paradigm shift in branding strategies. It's about recognizing experiences, disrupting norms, and reimagining the way we deliver value to consumers. By focusing on extraordinary experiences, we enhance brands and foster loyal, enthusiastic customers.

For those interested in learning more, you can find Alan Adamson’s book, "Seeing the How," on Amazon. If you’d like to connect with Alan directly, just search for his name online—I’m sure he’ll be delighted to chat!

Thank you for joining me in exploring the fascinating world of branding with Alan Adamson. Stay tuned for more insights and discussions in our upcoming posts. Until next time!