Belonging Experiences

The nucleus for writing this book came to me in the late 1990's while seating through research that was being conducted for a large retail chain. It became apparent that the growth of technology and the change in the family structure has left consumers disconnected from daily social contacts and the need to be engaged in relationships with people and brands. The rising complexity of choice driven by the flattening of global and marketing channel boundaries has led to consumers’ disengagement in brands. This theme would continue to be expressed not only by experiential brands such as banks and food service retailers, but also consumable products ranging from pharmaceuticals to everyday household goods. Consumers have become skeptical and indifferent to the myriad of offers and experiences being promoted, a typical reaction when people are overwhelmed by the options and choices.

I noticed a trend where consumers were looking for brands to provide more than functional benefits of their products and services. Consumers were looking for knowledge and understanding as to how these brands can better their lives. As such they wanted to be part of an experience that allowed them to be fully in control and engaged in what the brand could offer as a reflection of their values and lifestyle needs. The growth of blogs and social networks have proven that this deep need has been ever present and under served.

The Belonging Experience book explores the trends that impact how consumers connect with products and services while outlining a new model for brand engagement. The book provides examples of brands that have leveraged a strong engagement model, in addition to fundamental criteria that drives engagement. The book also covers a range of process and approaches that brand marketers can undertake to ensure their brands effectively connect with consumers and help build strong brand advocates.

About the Author

Jean-Pierre Lacroix

President, Shikatani Lacroix Design, Inc.

Jean-Pierre Lacroix is the co-founder of Shikatani Lacroix, a branding and design firm that specializes in integrated design solutions for corporate, packaging and retail/environmental clients. An Honors Graduate from the Graphic Design Program at Sheridan College (Ontario, Canada), Mr. Lacroix has developed a reputation as a true innovator and first-rate problem solver, with a special expertise in providing clients with unique and results-driven solutions to their product and service needs.

Jean-Pierre was the first, in 1990, to coin and then trademark the “Blink Factor” formula, which lays the groundwork for consumer interaction with brands and helps determine the key factors that steer consumers towards a particular brand over another during the purchase process. He also co-authored The Business of Graphic Design: A Professional’s Handbook, which contains valuable information for professionals who hire and work within the graphic design industry

An Ottawa, Ontario native, Jean-Pierre resides in Toronto, Ontario with his family. He is currently President of The Association of Registered Graphic Designers of Ontario, Past President of DIAC (Design Industry Advisory Committee) and board member of SEGD (Society of Environmental Graphic Designers), in addition to former Director of the Packaging Association of Canada. An accomplished dynamic speaker, he has lectured at numerous conferences across Canada, the US and South America on the subjects of branding and design trends. His presentations have always received high appraisals for content, energy and take-away actionable information.