What’s special about MESH, the Experience Agency?

The post below is the result of a discussion between Ray Poynter from NewMR and Fiona Blades, President and Chief Experience Officer at MESH. Q: Can you describe MESH for me in 140 characters? A: Brand growth is driven by all experiences people have with brands, yet half or more typically go unmeasured. MESH uniquely addresses this gap. Q: What sort of brand experiences are going unmeasured? A: Three that come to mind are: Retailer advertising, advertising by retailers such as Best Buy, Tesco, or Walmart. We have seen many cases where being featured in retailer advertising has had major impacts on brands, but it is not usually picked up by traditional Share of Voice measures. Peer observation, seeing other people use a product, e.g. a mobile phone, impacts brand consideration, but is rarely measured by most brands. We have seen cases where ‘Seen others using it’ was actually the lead driver of purchase. Experiential touchpoints, for example for Gatorade in Mexico this meant understanding how people interacted with the brand and its messages in gyms, fitness centres, and parks. People experiencing these touchpoints were twice as likely to endorse the brand. Q: Why do you think so many brand […]