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The second step, constructing the experiential platform involves Positioning and Strategic Planning . The experiential platform is communicated through verbal and visual imagery associated with the company and its brand. Building it up can be achieved through the following three parts:


  • Experiential Positioning

  • ---used to depict what the brand stands for

  • ---insightful and useful multisensory strategy component

  • --Example: Jamba Juice : a fun, health experience

  • ---it should be tangible enough to immediately know what to do with

  • --Experiential Positioning may need to change entirely under certain circumstances or it just needs to be updated!!!

  • --(e.g. terrorist attacks of September 11, 2001: after the attack people wanted to live more commmunity focus, truth, authenticity, loyalty, honesty and sincerity)


  • Experiential Value Promise (EVP)

  • ---specifies precisely what the experiential positioning will do for the customer - what kind of experience the customer gets -

  • ---choice of EVP can determine tangible outcomes, such as sales, market share and profitability.

  • ---when specifying the EVP it is useful to think of

  • --sensory experience (sense)

  • --affective experience (feel)

  • --cognitive experience (think)

  • --physical experience

  • --behaviours

  • --lifestyles (act)

  • --social-identity experiences (relate)


  • Overall Implementation Theme

  • ---linking the positioning and value promise to actual implementation

  • ---The overall theme is important because it provides the input for the implementation elements and it states the sequence of the elements.



Example: Red Bull

  • Experiential Positioning is "Energy in a bottle"

  • EVP is "strengthening the heart, accelerating the metabolism, and fighting stress"

  • Implementation theme is centered on staying fit for all sorts of social fun activities



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