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Brian Thomas Collins has made a career out of creating brand experiences, “a few of them great”. He writes:

“A good brand experience is when a brand does what we expect of it. A great brand experience is something we tell someone else about. In short, a great brand experience is a story, in which the brand user – not the brand – is the hero. A great brand experience is direct and transformative. It’s not a stunt or a fantasy. It’s not a campaign. It’s not the idea of something. It is something, something worth writing home about – or at least texting a friend. Brand awareness and engaged consumers are happy by-products, but not the point. The test for a great brand experience is result. Something new created. Something changed. A bell that can’t be un-rung.”

In an effort to make more of them great, he used eight principles.

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