“The digital age however, has brought about consumers that are no longer passive receivers of brand messaging (if they have ever been), but engage in active relationships with the brands they love or hate.”

Boris Nihom (Strategy Director at They, Amsterdam) quite correctly feels towards the inherent weakness in brand-based thinking over experience-based strategy. But then falls into two traps – that ‘digital’ has somehow driven this and nothing has before (ok, ok, it’s certainly short-circuited the feedback gap to be fair, but on the whole I say we’re all still pretty-much passive receivers despite where we take our information in) and then to see the answer is right there in front of us – that experience and it’s design is a far better model for business to engage with audience.

What do you think?

Owned Touchpoints / By Boris Nihom / Contagious Magazine.

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About Richard Hill

Creative director, writer, designer, illustrator based in the UK with global project experience and consulting skills across sectors.

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