Discover how branding, design and small attitudes make any product unforgettable in the eyes - and hearts - of customers.
Have you ever wondered why some brands are able to proudly charge more for something as simple as a cup of coffee? Look at the graph above: it shows how the value of coffee changes when we stop selling just the product and start offering a real experience.
This graph isn't just about coffee. In fact, it exemplifies the evolution of any business: we start by selling commodities, then products, move up to services and finally reach the pinnacle, memorable experiences. And it's precisely this apex that happens when design and branding come into play, because that's when a brand really understands how to delight the customer down to the smallest detail.
As Ellen Lupton points out, when we buy a service, we are purchasing a set of activities designed for us. However, when we buy an experience, we are paying to experience a series of remarkable events, carefully designed by the company to involve and engage us in a personal way, almost as if we were taking part in a play.
Have you ever thought of your brand going beyond selling to creating memories? Imagine your customers returning, referring you, becoming fans, all because you offer much more than a product: you deliver involvement, emotion, stories. Design, well aligned with brand identity, is the golden ticket to establishing perceived value, authenticity and differentiation. This is the real leap between ordinary businesses and unforgettable brands.
And where is your brand on this graph now? Do you feel you're ready to turn products and services into remarkable experiences?
As every business has its own identity, here at vers.ag I help companies build that bridge: positioning, identity, branding, everything so that the story of their brand is not only remembered, but actually lived by the client.
Another important point is to understand the chain of actions that a well-crafted strategy can generate. Sometimes, a simple WhatsApp message, whether it's a "good morning" or a creative greeting, is already part of the brand's universe. purposeas well as all other points of contact with the public.
At the start of a job, I like to go beyond superficial analysis. I get in touch with the brand's customer service, visit the site, observe the whole environment, all to really experience the experience on offer. Talking to current customers also often provides valuable insights into where the successes and areas for improvement lie.
A well-constructed strategy turns products and services into experiences that drive brand success.
And for you, which brand most marked your memory with an unforgettable experience?
EN 
PT 
ES