Ever wondered what it takes to rank as a high performing experience brand in a market as diverse as Asia? Well, Brand Union & FITCH have joined forces to create an Asia-focused Group XP Experience Index, launching the ranking across Hong Kong, Singapore and Shanghai.
Led by Andrew Crombie, Monica Lee and Graham Hitchmough, Regional CEOs for FITCH & Brand Union along with Chief Growth Officer, Iain Ellwood, the teams hosted select engagement sessions throughout an intensive week-long launch programme. In attendance, senior brand, marketing and customer experience clients from well-known global & local brands: HSBC, Tesco, Standard Chartered Bank, Octopus and Sanpower.
Attendees of the events were given an exclusive unveiling of local Top 30 brand league tables before diving into detailed examples of how local brands have achieved success across the four drivers of extraordinary experiences: Impression, Interaction, Responsiveness and Resilience.
In Hong Kong, high scoring experience brands such as HSBC, PayPal, Heineken & Blue Girl beer depict consumers’ high octane indulgent lifestyles fueled by finance & alcohol. In fact, four of the global top ten bestselling beer brands are now Chinese. But the #1 brand? Octopus, the ubiquitous travel and shopping payment brand that reaffirms the close-knit nature of Hong Kong and its people.
Singapore’s top experience brands exhibit quintessentially Asian service principles like Singapore Airlines and local bank POSB. These brands have perfected the balance of exuding authentic local flavour married with the best of international standards; combining high tech and high touch in their service experience.
China’s top 30 list effervesces with icons like local beer brand Blue Moon, as well as new brands that have changed the marketplace in a short space of time like online shopping mall JD.com and travel provider Ctrip. The market, obsessively mobile-oriented and tech driven, offers a better-connected world for consumers than most Western markets.
Perhaps most refreshing, is that the usual suspects: Apple, Facebook & Google, with their West Coast synthetic world view, did not dominate these local markets in quite the same way.
But the key insight of the roadshow came from the Asian consumer’s mobile first world, a world that is so apparently ahead of the rest. Asian brands have a seductive flair for retaining local character whilst embracing new international expectations.
With every annual release of the Experience Index, we, as Group XP, hope to continue the conversation at the heart of our proposition, and provide clients with direct evidence that investing in great brand experience is the key driver of business growth today.
“The Index has finally added hard proof to the soft concept of experience, and this has helped us immensely in our prospecting. What really resonates, is that we have proof of its effectiveness in Asia.” – Andrew Crombie, FITCH
“It was really powerful to see Brand Union and FITCH working together. Our shared goal is to help grow client relationships, and position our whole network as thought leaders within the brand experience category.” – Monica Lee, Brand Union
Every month we gather and share five exemplary brand experiences of recent times. This month, we focus on New York:
Ford are no longer a car company, but a mobility provider working to empower smarter cities. To showcase some of their revolutionary thinking at the collision of tech and transportation, they opened the interactive FordHub in New York. Here, visitors are invited to experience an exciting world, as powered by Ford technology and creativity.
Open since June 2016, Cadillac House is part car show-room, part art gallery, part coffee shop and part pop-up retail space. By holding a dialogue with NYC’s far-reaching cultural scene, Cadillac successfully invite you to expose yourself to (and interact with) their brand at your own pace.
Syfy’s Hall of Magic
Syfy recently opened the Hall of Magic to promote the second series of hit show, The Magicians. Working with artists and designers, the memorable installation in New York’s William Vale hotel was a fantastical world of levitation, spell casting and mind control – perfect for the Instagram generation.
On February 8th Lufthansa entered the world of fashion at 30,000 feet, hosting two fashion shows for guests on their way to New York Fashion Week (a preview of New York designer Rubin Singer’s women’s collection, and a look at 60 years of Lufthansa flight uniforms). Lufthansa also allowed travellers the use of in-seat fashion technology devices and free lectures from fashion experts via the airline’s in-flight conference system.
Casper’s Pop-Up Store
Online mattress retailers, Casper, took to brick-and-mortar this winter with a clever pop-up store in NYC’s SoHo district. Marketed as “the perfect place to explore, take a snooze, or shop for Casper products”, there was only one house rule: “kick back and relax”. And they meant that literally of course, as guests are encouraged to try out the mattress, sheets and pillows to their hearts’ content.