Brands are increasingly applying a user experience approach to marketing, and this is only set to accelerate in the coming 12 months, says Manisha Bhatia
There is a growing awareness that the brand experiences that matter aren’t about one-off events or isolated campaigns, but every single touch point a consumer has with a brand. From sales experiences at retail and online, to post-sales customer service experiences – and indeed to proprietary events and sponsorship activations – everything counts in building a relationship with the brand.
And as much as our lives are increasingly transforming into a ‘scrambled egg’ consistency whereby work and home-life intermingle, so too are t
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