How Diapers Defeated Disney, Facebook and Apple

What makes a brand’s experience stand out? We can name a few best practices that immediately come to mind: excellent customer service; a deep understanding of customers and their needs; engaging and useful content; and the company’s dedication to providing high quality products and services. Basically, when your company masters the 5Ps in the Marketing Mix, a powerful brand experience is the natural byproduct.

So when we read that WPP’s Group XP developed a new report called the Experience Index, we assumed Disney’s brand would top the list. Experience is one of Disney’s most valuable products, so why wouldn’t they take the #1 spot in brand experience? To our surprise, they came in second—to diapers.

That’s right, according to AdWeek’s article Pampers Is No. 1 When It Comes to Brand Experience, Pampers beat out heavyweights like Disney, Facebook, IKEA, Google, and Apple (these companies did, however, make it to the report’s top-ten list).

In the article, Iain Ellwood, worldwide strategic growth director of Brand Union (part of Group XP) explained, “This is the first time we’ve attempted to leverage the hard data and insight, based on BrandZ’s largest and most substantive, ongoing consumer brand survey, to quantify the financial value of well-managed and delivered brand experiences.”

While Group XP didn’t reveal the exact criteria they measured in the report, one visit to the Pampers site shows how they took that number one spot. This brand is dedicated to understanding their consumers and delivering experiences that meet their needs. The site is filled with useful content for parents and parents-to-be—from detailed infographics about what’s in training pants to tips on how to strengthen the daddy/baby bond.

If you’re looking for ways to take your brand experience to the next level, let us know. We have the marketing talent who can deliver stellar experiences that will strengthen your brand and delight your customers.