How to win in the brand experience era

Dom Boyd, founder of DADA Consulting, addresses the theme of October's edition of Admap on winning in the era of brand experience by answering key questions on the topic.
  • Brand experience is not new, so key brand building fundamentals remain critical.
  • Research suggests share of experience is as important as share of voice in building and sustaining brands.
  • Strong experiences flow from a strong brand conviction and set of values – this is evident particularly when a brand experiences a crisis.
  • Data and tech can of course enhance and tailor brand experience, but experience is fundamentally about people and culture, and not process....

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