Brand Experience of the Future?

In my post about brands being built on user experiences, I left off a key point about the fact that the digital age is increasing the number of experiences that a consumer is having with brands. 

Thankfully, David Armano of Logic+Emotion wrote a post on the very subject this week.  The below diagram from his Infinite Touch Points piece perfectly outlines the way consumers have/do/will interact with brands.

Because these analog and digital interactions are already connected and in the future will be more so, we, as marketers, need to start thinking more holistically, shunning the notion of silos and opening up dialog with individuals in all disciplines of a brand as well as the consumers. 

Consumers may benefit from this increased interaction, gaining leverage to initiate desired changes or be overwhelmed by too much brand messaging.  And with the huge amount of people participating in social networks, this sort of leverage is already being achieved and will began to blur the line between marketing created brand experiences and individual consumer created experiences. 

Savvy brands will realize this now and work towards what David calls the liquid state of flow before its too late.  Each discipline that builds a brand, from website designers, direct marketers, media planners, to buyers, and advertising writers, needs to work together and not step on each other toes.  Fragmented user experiences will leave a consumer wondering which brand message is the real one. 

I believe that we have a long way to go before we hit this ego-less marketing world, but the idea of noble user experiences certainly inspires me.