/2Best Experience Brands 201330-Second SummaryExperience has become a familiar businessbuzzword, widely used if casually understood.High-level executives and marketers alikeagree that experience is an important area forinvestment—yet often lack the data and insightneeded to make informed decisions.To help fill that void, Jack Morton Worldwidehas for the second time sponsored BestExperience Brands, a study that addresses theimpact of experience on consumers in the US,UK, Australia and China. (For the earlier study,see Best Experience Brands 2011).The research strongly endorses the view that thebrands that will lead in the 21st century will beexperience brands, because people are• More likely to consider brands that promise better experiences• More likely to recommend brands based on good experiences• Willing to pay more for brands they associate with superior experiencesAs in the earlier Best Experience Brands study,consumers were asked about the drivers ofbrand experience—good and bad—and abouthow these vary by industry. Through theiropinions and stories, we get a clear picture ofthe most impactful ways brands can improvetheir experience. (Spoiler alert: they should startwith their own people.)Additional insights from the Best ExperienceBrands study may be requested by contactingJack Morton.