If only Interactive was more ice cream parlors. When I was a kid, growing up in the South, we often visited Baskin Robbins to explore the world of flavors. I remember thinking that the bright pink and white brand experience was “immersive” and inviting. In kid’s language, a parlor visit was just plain fun.

Baskin Robbins did a good thing. They created a brand capable of surrounding customers. A visit to their ice cream parlors allows you to taste it, sit with it, share it, interact with it, and make the visit your own personal brand experience with family & friends.

The immersive Baskin Robbins experience is great brand strategy in action. We can all take a few notes and apply that same immersive experience when designing a darn good Website. Great Websites invite you to sit back (in the pink plastic chairs), explore (the 31+ flavors), navigate (grab a plastic tasting spoon), and collaborate (invite your family & friends).

I don’t know about you, but ice cream parlor terms are now going to be part of my Interactive vernacular. Such as: send us your favorite flavor, Very Berry Strawberry or Pralines and Cream, and we’ll pull up the pink plastic chairs.

Allison Kent, New Business