Market Insights

Today, it's National Scavenger Hunt Day, a celebration of the classic game that tests our observational and problem-solving skills for the promise of rewards.

User-Generated Content, also known as UGC, has gained momentum as a marketing strategy since the inception of social media. The ability to engage consumers so much that they will actively build content for you is invaluable to any marketer. However, creating a compelling UGC campaign rarely happens overnight. The ability to make consumers care enough about your product or your event, that they’re willing to spend time and social real estate on your brand is a creative and strategic process. In some instances, brands can utilize their own user data to create the content they need (i.e. Spotify), but it all starts with the consumer.

Last week, we published an article about the main differences between brand experience and customer experience. To sum it up, the brand experience is considered the equivalent to a typical “show dog”, whereas the customer experience is your trustworthy “guide dog”. In our example, we explain how brand experience and customer experience can work together to engage and delight customers. But let’s dig a little deeper to understand how these two ideas come together to drive revenue for an organization.

When you think of dogs (given you aren’t afraid of them), what comes to mind? Trust, loyalty, dependability, joy? No matter what the breed, dogs are pretty easy to love. However, each dog, and each breed, was designed for a different purpose. Some dogs are show dogs, others are guide dogs, and some are just loyal companions who provide unconditional love. Now, I know you’re probably wondering, “What do dogs have to do with brand and customer experiences?”