Sports fans know when a referee is doing a good job. It’s when you don’t notice them. The best referees are chameleons. Their consistency and low-profile make them totally forgettable. In a good way.

This is the opposite of what your brand experience should be. While being the default option is a worthy goal, being used without a second thought may not be the ultimate recipe for success.

Research from McKinsey spells this out in rather remarkable terms. According to its report, A new way to measure word-of-mouth marketing, word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. The most powerful form of word of mouth results largely when that experience deviates from what’s expected.

Overkill and lack of authenticity are clear enemies. But the worst thing your brand experience may be able to do is go unnoticed.

The necessary ingredients for this new age of brand experiences: Surprise. Fascination. Delight.

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