Digital Essay 2019: Digital creativity, bridging the gap between consumers & brands by Yasmine El Nashar, Isobar MENA

By Yasmine El Nashar, New business manager, Isobar MENA

Put simply, experience is the only effective medium a brand can utilise to gain access into the lives and minds of consumers. A customer-centric experience, more specifically, is one that places the customer at the heart of communications and drives brands to redesign their strategies to satisfy the specific needs of the market. As such, customer-centric experiences are one of the few tools available in the industry capable of leaving a lasting impression on target audiences.

The previously pervasive “one-size-fits-all” business model is no longer relevant in the contemporary market and brands are starting to come to terms with the idea that their once far-reaching arm of influence no longer exten

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