Research By Jack Morton Speaks to Power of Experience Brands

Consumers in US and China value being informed by/about brands

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May 13, 2010, 06:00 ET

BOSTON, May 13 /PRNewswire/ -- Global brand experience agency Jack Morton Worldwide today published new research proving the power of experience brands.

Experience brands recognize the value of the experience around their products and services as much as their products and services themselves. They design, orchestrate and manage their experience portfolio to impact the communities that drive their business success.

Jack Morton's new research overwhelmingly indicates consumers' preference for being educated, informed and engaged—behaviors typical of experience brands. Survey participants cited engagement-driven channels, where they can interact with others and "touch and feel" products, as the biggest influences on why they buy:

#1 influence on purchase decisions in the US: "friends/family from whom opinions are sought"
#1 influence on purchase decisions in China: "observing others using brands."
#1 influence in both countries when consumers are considering switching brands: "friends/family" (more influential than product price in driving defection)
9 out of 10 respondents agreed that as consumers, "Information is my friend," contradicting conventional wisdom about consumers' information overload and showing brands the need to educate and engage their target customers

According to Jack Morton's Chairman & CEO, Josh McCall, "This research affirms what smart brands, and especially experience brands, are already doing: prioritizing engagement as a new marketing model, and in the era of social media, creating 'talk-worthy' experiences that inspire people to make recommendations to friends and family."

The research, commissioned by Jack Morton, comprised 601 online interviews in the US and 1,212 online and direct interviews in China with consumers ages 18 to 64, and was conducted in late 2009.

Jack Morton works with leading clients like Cadillac, Holiday Inn 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 or download.

Jack Morton Worldwide is a global brand experience agency. We create experiences that strengthen relationships between brands and the people who matter most to them—thereby helping our clients become talked-about experience brands. Rated among the top marketing service agencies worldwide, we integrate live and online experiences, digital and social media, and branded 3D environments that engage and inspire consumers, business partners and employees. Jack Morton has a staff of 500 employees in the US, Europe and Asia-Pacific that drive our idea-led agency culture and 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