Many marketers design for maximum function or visibility and not for the real experience of the consumer. Design is about human solutions, based on innovation that presents a new set of sensory experiences. Creating product identification by stressing product benefits is only relevant if product innovations are memorable and exciting to consumers. Absolut Vodka, the Apple iMac, and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate. From Ubiquity To Presence Ubiquity is seen.
Emotional presence is felt.
Brand presence can have quite an impact on the consumer. It can forge a sound and permanent connection with people, especially if it is strategized as a lifestyle program. And then, of course, there are the T-shirts, caps, mugs, and so on. Most brand-presence strategies are based on the concept of quantity, not quality. The fear that a competitor might occupy the physical territory becomes the motivator, instead of a focus on inventive ways of making a real, lasting connection.