Jack Morton Publishes Best Experience Brands Research

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Nov 30, 2011, 07:30 ET

BOSTON, Nov. 30, 2011 /PRNewswire/ -- Global brand experience agency Jack Morton Worldwide today published new research proving the power of experience brands. The research was conducted among more than 1,600 consumers in the US, UK, Asia and Australia.

80% of consumers agree (60% strongly agree) that overall experience with a brand is the single biggest factor in determining future purchase
78% of consumers agree (44% strongly agree) that they would pay a premium for a brand that offers a unique experience
However, just 26% said their past brand experiences have been extremely/very unique - suggesting a tremendous opportunity for companies to differentiate from competitors and elevate their brand experience.

As part of the Best Experience Brands study, consumers were asked to rank the influence of a variety of factors on how they experience brands. The top "experience drivers"—which vary by industry, geography and consumer demographics—provide insights into how brands can adjust to create a more unique and more successful experience. Experience drivers range from the functional ("products and services that meet my needs") to the more emotional ("continues to serve and engage me after I've become a customer").

According to Jack Morton's Chairman and CEO, Josh McCall, "Our goal with this study is to help clients understand how they can become an experience brand, or be a better one." He continued: "Today more than ever, consumers are bombarded with choices and options—so investing in a unique experience is one of the most important things brands can do to stand out, drive awareness and create customer advocacy. As technology and globalization makes markets even more crowded and competitive, experience brands are going to become even more important."

Jack Morton works with leading clients like GM, Dell and SUBWAY restaurants to help them build strong experience brands. The agency published the research in the form of a white paper that is available to read online on the company's slide share channel at http://www.slideshare.net/jackmortonWW/best-experience-brands-a-global-study-by-jack-morton-worldwide-10365627, http://www.slideshare.net/jackmortonWW/presentations or on its web site at http://jackmorton.com/pdf/jack-morton-wp-bestexpbrands.pdf. Best Experience Brands is based on a survey sponsored by Jack Morton Worldwide and conducted by KRC Research between August 22 and September 2, 2011. Additional insights from the Best Experience Brands study will be released at a future date or may be requested by contacting Jack Morton.

About Jack Morton Worldwide Jack Morton Worldwide is a global brand experience agency with offices in five countries. Our agency culture promotes breakthrough ideas about how experiences connect brands and people—in person, online, at retail and through the power of digital and word of mouth influence. We work with both BtoC and BtoB clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we've earned over 40 awards for creativity, execution and effectiveness so far this year, including Best New Product Intro, Best Media Event and Employee Campaign of the Year. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at www.jackmorton.com, or follow us on Twitter @jackmorton.

SOURCE Jack Morton Worldwide