Vol. 20, No. 3, Summer 2009

Jai Beom Kim, Associate Professor, Sungkyunkwan University, South Korea; Yoori Koo, Part-Time Lecturer, Hongik University, South Korea; Don Ryun Chang, President, International Council of Graphic Design Associations; Professor, Hongik University, South Korea

In traditional marketing environments, enterprises tried to lead customers into purchasing and consuming products and brands with carefully implemented marketing strategies. Now, however, globalization and advances in technology have enabled consumers to engage more closely with companies, and to do it on their own terms. The evolution and further integration of online and offline access points have led to new platforms and touch-points for customers both current and potential. But how to assess these platforms and touch-points-to make sure they're living up to their potential? These authors suggest a Brand Experience Wheel (BEW) that offers an easy way to assess whether a brand's core is getting across, as indicated by the five senses (sight, sound, touch, smell, and hearing). The more these five senses are engaged, the closer the ties between customer and brand. The article offers two case studies that give a sense of how to use the BEW toward a better, more integrated marketing experience.

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