By Noreen Nasralla, group SVP brand & communications, e&
Today, when people want to make daily decisions to download a new app, buy a new technology or even choose a place to dine they tend to avoid risk. Instead, they are more likely to choose a name, place or brand that is linked to a memory or previous experience that allows the digital brand to stand out visually. It is a safe and predictable choice because they know what to expect, reducing any risk of disappointment.
As brands evolve and strengthen their digital footprint, we must focus on how people perceive us, the impact we have on their lives and the value-added experience and legacy we leave behind. The margin for error is thinner than ever. That
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
