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Until now, branding has been limited to communicating a set of well-defined brand values — a combination of functional and emotional values signified by the brand-through various mass advertising media. ADK's branding philosophy, however, transcends mere communications.
We believe that branding must actually provide an experience unique to the brand for the consumer, creating a deeper, more visceral response to the brand's values. Through this process, we build a strong attachment between the target and the brand. Eliciting these brand experiences should not rely solely on conventional mass-media advertising, but must encompass all potential touchpoints between the consumer and the brand, right up to the point-of-purchase(POP) experience.
We were pioneers in adopting this approach to branding. We developed a system for designing experiences and strengthening the attachment between the consumer and the brand.
We then took this one step further by developing a return-on-investment(ROI) simulation model for selecting the optimal marketing communications plan. This tool takes the financial guesswork out of the planning process. Communication that provides an emotional experience is the best way to build a strong bond between the consumer and the brand.
Developed EX-Branding, ADK's proprietary method of brand building, which draws on the Experiential Marketing framework developed by Professor Bernd Schmitt of Columbia University.
Developed Experiential-Point Management as a planning method for providing brand experiences to consumers at all touchpoints with a brand,while maximizing effectiveness and efficiency.
Developed the EX-PM Simulator for optimizing return on communications investment. This simulation model measures the effectiveness of each experiential point, including mass-media advertising, inbuilding sales and brand loyalty.
