Experience Design is the New Imperative with Russ Klein
Agencies and marketers alike are addicted to storytelling. The advent of so-called content marketing has been the equivalent of a speedball coursing through the craving veins of marketers who think every problem can be solved by telling a better story. Soon they are going to miss a window of opportunity that will quickly end up in someone else’s portfolio. If marketers and agencies don’t come to terms in a hurry with the structural factors that have set the stage for experience-driven brand building, CEOs are going to tap other resources to do it instead. Experience design is the next frontier for brand-building.
Three Key Takeaways
- Experience-driven brand building is the growth template for the future.
- The 4Ps must be reimagined for 21st century application.
- The future of marketing is a world in which everything is bought and nothing is sold.