Advertising creates expectations by promoting a product’s value, while user experience (UX) delivers on those promises through real interactions.

A strong connection between the two builds trust and loyalty, ensuring that what’s advertised matches the actual experience.

Brands communicate their value to consumers through promises and designers bring these promises to life through experience.

Advertising and experience must match to bring brands to life.

A false or incomplete promise in advertising leads to failure as it raises questions on integrity of the product. 

Regardless of how great visuals, videos of the products, or fascinating commitments are being used in advertising.

The moment of truth comes when customers experience the product itself. Then they decide whether the advertised matches up with the experience.

Examples

Bringing brands to life – Advertising and experience matches

Apple is known for its consistent and sleek branding. Its advertising focuses on simplicity, innovation, and user experience, and this is reflected in its products.

Amazon‘s advertising emphasizes convenience, a vast range, and quick delivery. The brand has built its reputation on delivering a seamless and efficient online shopping experience. 

Misalignment between advertising and the actual user experience

Starbucks’ “Race Together” campaign 2015, meant to spark conversations about race, faced challenges. The brand wanted to raise awareness,

but the way it was executed received mixed reactions and criticism, affecting the campaign’s success.

The Fyre Festival is a pivotal example. It shows how a significant mismatch between advertising and the actual customer experience can lead to adverse brand reputation. It also demonstrates the potential for legal consequences.

The Fyre Festival faced legal actions and financial penalties. It became a tale of the importance of delivering on advertising promises.

When designers and advertisers team up, they create a smooth and unforgettable brand experience that brings brands to life.