Mobile technology has changed the where, how and when of customers’ interactions with brands. The constant contact and oversaturation of marketing assets means that in order to build your brand, you have to create a sense of intimacy with customers by using reach and empathy.
Consumers won’t always remember your brand’s tagline. However, they will remember how you made them feel. Brand experience is the empathetic bridge between brands and consumers that helps your message rise above the rest. This is why the brand experience, or strategically managing consumers’ every interaction with a brand, is essential to the new model of brand building.
Leveraging creative elements can help you achieve this goal by differentiating your brand experience to create a message that stands out.